Positioning business in uncertain conditions by weighting a competitive profile matrix using the fuzzy DEMATEL

Faezi-Rad, M.; Khatami-Firoozabadi, M.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 7 pp. 1425-1432 , 2014

Positioning business in uncertain conditions by weighting a competitive profile matrix using the fuzzy DEMATEL Pages 1425-1432 Download PDF

Authors: Mohammad-Ali Faezi-Rad, Mohammad-Ali Khatami-Firoozabadi

Keywords: Marketing, Competitive Profile Matrix, Fuzzy DEMATEL, Strategic Management

Abstract: In competitive markets, various businesses compete with other competitors for preservation and development of their positions. This effort and competition can be demonstrated under various criteria (component), which represent the position of company in business environment. There are different tools to demonstrate accurate position of company or firm in a specific (target) market and mentioned tools have been developed in strategic management and marketing. One of these quantitative tools is Competitive Profile Matrix (CPM), which represents the position of company compared with other competitors. CPM is based on scoring various criteria (components) in target market of the company. The study proposes weighting in CPM matrix based on the implementation of Fuzzy DEMATEL technique. The proposed model considers uncertainty of weighting using fuzzy logic and the implementation of the proposed model is demonstrated using a simple example.

How to cite this paper

 Faezi-Rad, M & Khatami-Firoozabadi, M. (2014). Positioning business in uncertain conditions by weighting a competitive profile matrix using the fuzzy DEMATEL.Management Science Letters , 4(7), 1425-1432.

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