A hierarchy fuzzy MCDM method for studying electronic marketing strategies in the information service industry

In this paper the impacts of Electronic Commerce {EC) on the international marketing strategies for the information service industries are studied. In seeking to blend humanistic concerns in this research with technological development by addressing challenges for deterministic attitudes, it also examines critical environmental factors relevant to Internet commerce in the changes of the international marketing environment. The needs for a new marketing paradigm for EC, which comes out of new trends of international electronic marketing, are also examined. The impacts of EC for the information service industry are discussed and a hierarchy fuzzy multicriteria decision-making (Fuzzy MCDM) method for evaluating the propagating EC market strategies is proposed. Finally, in order to show the practicability and usefulness in this method, an example is taken as a verifiable method. From the results of practical applications in evaluating the electronic marketing strategies, the proposed method is appropriate and appears to be ideal for a fuzzy environment

An empirical survey: Can green marketing really entice customers to pay more?

This research integrated the Social Cognition Theory and the Engel Kollat Blackwell customers’ purchasing model (EKB model) to synthetically discuss the three kinds of possible relations comprising “does negatively entice”, “does possibly entice” and “does positively entice” between green-marketing and customers’ purchasing and payment, with consideration given to environmental-protection issues. Based on the measured results, the most contributed contention of this research not only utilized three cross-analytical theories consisting of the social cognition theory (SCT) , the Fuzzy theory (FT) and the EKB model, and the novel F-ANP of the MCDM methodology to evaluate the collected data but it also manifested that Green-marketing does possibly entice customers to pay more (GMPECPM). These measured results have distinctly stunned the fundamental assumption in the traditional green-marketing research field that customers were supposed to be willing to pay more for green products and services because they were supporting green initiatives and helping environmental-protection. Further, major future research directions were also briefly demonstrated in this research as (1) the collection data have to be strengthened to gather more empirical customer feedback, corporate management comments, and professional scholars’ reports; (2) enterprises have to resoundingly establish a green-branding initiative after successfully executing green-marketing strategies.Green Marketing (G-marketing); Multiple Criteria Decision Making (MCDM); Analytical Network Process (F-ANP).

Analysis of Decision Support Systems of Industrial Relevance: Application Potential of Fuzzy and Grey Set Theories

The present work articulates few case empirical studies on decision making in industrial context. Development of variety of Decision Support System (DSS) under uncertainty and vague information is attempted herein. The study emphases on five important decision making domains where effective decision making may surely enhance overall performance of the organization. The focused territories of this work are i) robot selection, ii) g-resilient supplier selection, iii) third party logistics (3PL) service provider selection, iv) assessment of supply chain’s g-resilient index and v) risk assessment in e-commerce exercises. Firstly, decision support systems in relation to robot selection are conceptualized through adaptation to fuzzy set theory in integration with TODIM and PROMETHEE approach, Grey set theory is also found useful in this regard; and is combined with TODIM approach to identify the best robot alternative. In this work, an attempt is also made to tackle subjective (qualitative) and objective (quantitative) evaluation information simultaneously, towards effective decision making. Supplier selection is a key strategic concern for the large-scale organizations. In view of this, a novel decision support framework is proposed to address g-resilient (green and resilient) supplier selection issues. Green capability of suppliers’ ensures the pollution free operation; while, resiliency deals with unexpected system disruptions. A comparative analysis of the results is also carried out by applying well-known decision making approaches like Fuzzy- TOPSIS and Fuzzy-VIKOR. In relation to 3PL service provider selection, this dissertation proposes a novel ‘Dominance- Based’ model in combination with grey set theory to deal with 3PL provider selection, considering linguistic preferences of the Decision-Makers (DMs). An empirical case study is articulated to demonstrate application potential of the proposed model. The results, obtained thereof, have been compared to that of grey-TOPSIS approach. Another part of this dissertation is to provide an integrated framework in order to assess gresilient (ecosilient) performance of the supply chain of a case automotive company. The overall g-resilient supply chain performance is determined by computing a unique ecosilient (g-resilient) index. The concepts of Fuzzy Performance Importance Index (FPII) along with Degree of Similarity (DOS) (obtained from fuzzy set theory) are applied to rank different gresilient criteria in accordance to their current status of performance. The study is further extended to analyze, and thereby, to mitigate various risk factors (risk sources) involved in e-commerce exercises. A total forty eight major e-commerce risks are recognized and evaluated in a decision making perspective by utilizing the knowledge acquired from the fuzzy set theory. Risk is evaluated as a product of two risk quantifying parameters viz. (i) Likelihood of occurrence and, (ii) Impact. Aforesaid two risk quantifying parameters are assessed in a subjective manner (linguistic human judgment), rather than exploring probabilistic approach of risk analysis. The ‘crisp risk extent’ corresponding to various risk factors are figured out through the proposed fuzzy risk analysis approach. The risk factor possessing high ‘crisp risk extent’ score is said be more critical for the current problem context (toward e-commerce success). Risks are now categorized into different levels of severity (adverse consequences) (i.e. negligible, minor, marginal, critical and catastrophic). Amongst forty eight risk sources, top five risk sources which are supposed to adversely affect the company’s e-commerce performance are recognized through such categorization. The overall risk extent is determined by aggregating individual risks (under ‘critical’ level of severity) using Fuzzy Inference System (FIS). Interpretive Structural Modeling (ISM) is then used to obtain structural relationship amongst aforementioned five risk sources. An appropriate action requirement plan is also suggested, to control and minimize risks associated with e-commerce exercises

E-commerce development risk evaluation using MCDM techniques

© Springer International Publishing Switzerland 2016. Electronic commerce (EC) development takes place in a complex and dynamic environment that includes high levels of risk and uncertainty. This paper proposes a new method for assessing the risks associated with EC development using multi-criteria decision-making techniques A model based on the analytic hierarchy process (AHP) and the technique for order of preference by similarity to ideal solution (TOPSIS) is proposed to assist EC project managers and decision makers in formalizing the types of thinking that are required in assessing the current risk environment of their EC development in a more systematic manner than previously. The solution includes the use of AHP for analyzing the problem structure and determining the weights of risk factors. The TOPSIS technique helps to obtain a final ranking among projects, and the results of an evaluation show the usefulness performance of the method

Research Agenda on Multiple-Criteria Decision-Making: New Academic Debates in Business and Management

[EN] Systemic disruptions are becoming more continuous, intense, and persistent. Their effects have a severe impact on the economy in volatile, uncertain, complex, and ambiguous (VUCA) environments that are increasingly transversal to productive sectors and activities. Researchers have intensified their academic production of multiple-criteria decision-making (MCDM) in recent years. This article analyzes the research agenda through a systematic review of scientific articles in the Web of Science Core Collection according to the Journal Citation Report (JCR), both in the Social Sciences Citation Index (SSCI) and in the Science Citation Index Expanded (SCIE). According to the selected search criteria, 909 articles on MCDM published between 1979 and 2022 in Web of Science journals in the business and management categories were located. A bibliometric analysis of the main thematic clusters, the international collaboration networks, and the bibliographic coupling of articles was carried out. In addition, the analysis period is divided into two subperiods (1979¿2008 and 2009¿2022), establishing 2008 as the threshold, the year of the Global Financial Crisis (GFC), to assess the evolution of the research agenda at the beginning of systemic disruptions. The bibliometric analysis allows the identification of the motor, basic, specialized, and emerging themes of each subperiod. The results show the similarities and differences between the academic debate before and after the GFC. The evidence found allows academics to be guided in their high-impact research in business and management using MCDM methodologies to address contemporary challenges. An important contribution of this study is to detect gaps in the literature, highlighting unclosed gaps and emerging trends in the field of study for journal editors.Castello-Sirvent, F.; Meneses-Eraso, C. (2022). Research Agenda on Multiple-Criteria Decision-Making: New Academic Debates in Business and Management. Axioms. 11(10):1-37. https://doi.org/10.3390/axioms11100515137111

Decision making on adoption of cloud computing in e-commerce using fuzzy TOPSIS

© 2017 IEEE. Cloud computing promises enhanced scalability, flexibility, and cost-efficiency. In practice, however, there are many uncertainties about the usage of cloud computing resources in the e-commerce context. As e-commerce is dependent on a reliable and secure online store, it is important for decision makers to adopt an optimal cloud computing mode (Such as SaaS, PaaS and IaaS). This study assesses the factors associated with cloud-based e-commerce based on TOE (technological, organizational, and environmental) framework using multi-criteria decision-making technique (Fuzzy TOPSIS). The results show that Fuzzy TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) approach proposes software-as-a-service (SaaS) as the best choice for e-commerce business

Development of multi criteria tacit knowledge acquisition framework (MC-TKAF) to support talent development intervention program in a Malaysian comprehensive university

In Higher Education Institutions (HEI), the process of retaining leadership succession is critical since it has involved the process in choosing the right person. The purpose is to steer the institutions to sustain organizations’ excellence for academic leadership and management (ALM) position. Many ALM of Malaysia HEIs are struggling to find the right successor to replace their roles as they do not have yet any firm criteria in evaluating the competence among their potential successors in their home institutions. This study aims to propose a multi criteria tacit knowledge acquisition framework (MC-TKAF) for supporting talent development intervention program in Malaysia HEIs. It will be based on cognitive apprenticeship, socialization and informal learning theory which mostly used in acquiring knowledge from expertise to overcome talent bottleneck among novice. The main process of this study will use Fuzzy Delphi among ALM in Malaysian HEIsto get consensus judgement about the right indicator to evaluate tacit knowledge competence. Three phases involved are: Phase 1 is to analyze the existing Tacit Knowledge Acquisition (TKA) by finding the suitable parameters to construct intended framework, Phase 2 is to use the findings in Phase 1 in order to develop a new framework of Tacit Knowledge Acquisition Framework (TKAF) that suits with HEI environment. Finally, Phase 3 is to evaluate the practicality of Tacit Knowledge Acquisition Framework (TKAF) by using Multi Criteria Decision Making (MCDM) approach in supporting Talent Development Intervention Program. The objective of this paper is to propose the multi criteria tacit acquisition framework by using MCDM technique as a talent performance indicator. This paper basically will focus on Phase 1 of the research design. The constructed indicators in this paper could be served as a reference for the HEI industries to establish applicable talent performance indicators according to the properties of each TKA used

Uncertain Multi-Criteria Optimization Problems

Most real-world search and optimization problems naturally involve multiple criteria as objectives. Generally, symmetry, asymmetry, and anti-symmetry are basic characteristics of binary relationships used when modeling optimization problems. Moreover, the notion of symmetry has appeared in many articles about uncertainty theories that are employed in multi-criteria problems. Different solutions may produce trade-offs (conflicting scenarios) among different objectives. A better solution with respect to one objective may compromise other objectives. There are various factors that need to be considered to address the problems in multidisciplinary research, which is critical for the overall sustainability of human development and activity. In this regard, in recent decades, decision-making theory has been the subject of intense research activities due to its wide applications in different areas. The decision-making theory approach has become an important means to provide real-time solutions to uncertainty problems. Theories such as probability theory, fuzzy set theory, type-2 fuzzy set theory, rough set, and uncertainty theory, available in the existing literature, deal with such uncertainties. Nevertheless, the uncertain multi-criteria characteristics in such problems have not yet been explored in depth, and there is much left to be achieved in this direction. Hence, different mathematical models of real-life multi-criteria optimization problems can be developed in various uncertain frameworks with special emphasis on optimization problems

Multi-criteria decision making with fuzzy TOPSIS:a case study in Bangladesh for selection of facility location

Abstract. The choice of an ideal facility location becomes essential as businesses work to streamline their processes and increase efficiency. In this study, the Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) method is applied to choose the best facility location for Rokomari.com, a well-known Bangladeshi online book seller. The goal is to compare Fuzzy TOPSIS’ effectiveness and efficiency to expert judgment when choosing a facility location. The research begins by examining the existing fulfillment center of Rokomari.com located in Motijheel, south Dhaka, and the company’s desire to establish a new branch in north Dhaka for faster service expansion. Eleven potential alternatives are evaluated using the Fuzzy TOPSIS method, which incorporates fuzzy set theory to represent criteria values and preferences as fuzzy numbers. This approach enables the consideration of uncertainty and vagueness in decision-making, offering a more comprehensive evaluation of the facility location alternatives. The study incorporates the expert opinion of four managerial experts from Rokomari.com in addition to the Fuzzy TOPSIS analysis. To gain a thorough understanding of the decision-making process, their observations and viewpoints are contrasted with the Fuzzy TOPSIS findings. The study aims to compare the analyses produced by Fuzzy TOPSIS and expert judgment in order to assess the efficacy and efficiency of each method for choosing a facility location. The results of this study offer insightful information about the use of Fuzzy TOPSIS in the context of choosing a facility location. Additionally, it adds to the body of knowledge by contrasting the results of Fuzzy TOPSIS with professional judgment, highlighting the advantages and drawbacks of each method. The outcomes can help decision-makers at Rokomari.com and other comparable organizations choose a facility location in a knowledgeable and efficient manner