Fuzzy Hybrid MCDM for Building Strategy Forces

Abstract

The nature and degree of competition in an industry hinge on four basic forces: Production, Technology, Marketing and Research & Development (R&D). To establish a strategic agenda for dealing with these contending currents and to grow despite them, a company must understand how they work in its industry and how they affect the company in its particular situation. This study adopts Fuzzy MCDM methods and details how these forces operate and suggests ways of adjusting to them, and, where possible, of taking advantage of them. Knowledge of these underlying sources of competitive pressure provides the groundwork for a strategic agenda of action. The result highlights the critical strengths and weaknesses of the company, animate the positioning of the company in its industry, clarify the areas where strategic changes may yield the greatest payoff, and highlight the places where industry trends promise to hold the greatest significance as either opportunities or threats. © Springer-Verlag Berlin Heidelberg 2013.