Competitive strategy selection in retail E-Commerce using if AHP TOPSIS methodology
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IOS Press
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Retail e-commerce has been growing over the years by attracting entrepreneurs’ attention. Increasing interest in retail e-commerce has affected competition and made it necessary to choose the right competition strategy. This study aims at selecting the right competition strategy to be successful in retail e-commerce under vague and imprecise conditions. AHP and TOPSIS methods are used under intuitionistic fuzzy environment, which allows decision-makers to reflect their hesitation in their judgements. After a literature review on retail, e-commerce, and competition strategy, the main criteria and sub-criteria of multicriteria retail e-commerce alternative selection are presented. Cost leadership, differentiation, and focusing strategies are evaluated as competitive strategies, based on the opinions of experts collected through a questionnaire. The results of the study show that the strategies are ranked as differentiation, focus, and cost leadership strategies, respectively.
Açıklama
Anahtar Kelimeler
Decision Making, Intuitionistic fuzzy, Competitive strategy, Retail, E-commerce
Kaynak
Journal of Intelligent & Fuzzy Systems
WoS Q Değeri
Q4
Scopus Q Değeri
N/A
Cilt
41
Sayı
2
