Strategic Decision-Making in Uncertain Environments

Abstract

Decision-making has a relevant incidence on firms results, which has led to develop novel methods that allow assessing subjective and rational elements under uncontrollable conditions. In this sense, the main aim of this work is to study aggregation operators in decision-making in uncertain environments. Two methodologies allow aggregating information are presented, which are called OWA and BON-OWA operators. The application of these operators is made in the selection of new product release. The main advantage of these operators is that they allow to capture the attitude of the decision maker and the continuous comparison and interrelation of the information. Thus, the holistic analysis of fered by these methods on decision making in uncertainty is highlighted, which allows to integrate concepts of administrative and aggregation theories in an applied case, visualizing how the inclusion of information generates changes within the selection of alternatives.