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

Digital marketing, elements of the public sector competition value chain in Barranquilla, (Colombia)

La organización en la actualidad están obligadas a generar mayores beneficios a sus consumidores para lograr mayor posicionamiento en el mercado, eso depende del manejo de factores de competitividad internos y externos que predominan en las organizaciones medianas en el sector de la publicidad digital en Barranquilla. El objetivo de esta investigación fue describir el marketing digital del sector publicitario. La investigación es descriptiva con diseño no experimental y transversal. La muestra estuvo conformada por 15 empresas, cumpliendo los criterios: Empresa mediana, con departamento de Marketing digital, domiciliada en Barranquilla. Los resultados fueron descripción el marketing digital del sector publicitario, de acuerdo a los factores internos y externos en estas empresas presentan donde existe una consistencia moderada en la dinámica de respuesta de la empresa ante factores externos y viceversa. Se concluyó que las empresas de este sector requieren de estrategias que promuevan el desarrollo de los indicadores internos de competitividad que respondan a los factores cambiantes externo.The organization is currently forced to generate greater benefits to its consumers to achieve greater market positioning, that depends on the management of internal and external competitiveness factors that predominates in medium-sized organizations in the digital advertising sector in Barranquilla. The objective of this research was to describe the digital marketing of the advertising sector. The research is descriptive with non-experimental and transversal design. The sample was composed by 15 companies, fulfilling the criteria: Medium company, with department of Digital Marketing, placed in Barranquilla. The results were a description digital marketing of the advertising sector, according of the internal and external factors in these companies present where there is a moderate consistency in the dynamics of the company’s response to external factors and vice versa. It was concluded that companies in this sector have difficulties in strategies that promote the development of internal competitiveness indicators that respond to changing external factors