“…There are many studies on the applications of fuzzy clustering in business and management including planning, engineering, design and management of production (Wang & Hwang, 2007). Fuzzy oriented applications mainly focus on evaluation of different research and development portfolio models such as Masood (2014), financial portfolio optimization problem as in Sadati et al (2014) or they are related to portfolio application in B2B or supplier relationship context similar to the work of Toth et al (2015). The applications of fuzzy models in marketing context could also be found in the related literature covering areas including product innovation, product development, project marketing and customer portfolio analysis (Bozdag, Kahraman, & Ruan, 2003;Buyukozkan, Feyzioglu, & Nebol, 2008;Hsu & Chiu, 2004;Danneels & Kleinschmidtb, 2001;Hiziroglu et al, 2013;Thieme & Song, 2000).…”