Journal
INTERNATIONAL JOURNAL OF INFORMATION TECHNOLOGY & DECISION MAKING
Volume 9, Issue 2, Pages 281-300Publisher
WORLD SCIENTIFIC PUBL CO PTE LTD
DOI: 10.1142/S0219622010003828
Keywords
Marketing strategy; marketing resources and capabilities; resources-based view (RBV); fuzzy analytic hierarchy process (AHP); multiple criteria decision making (MCDM)
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To determine marketing strategy may well be the most critical function of management. The pursuit of competitive advantage always requires much deliberate thought and discussion. The current study attempts to develop a marketing strategy evaluation framework based on the resource-based view (RBV) of the firm to competitive advantage. It tries to identify the most important marketing-specific resources and capabilities using a multiple criteria decision making (MCDM) method. This study employs the fuzzy analytic hierarchy process (AHP) method as an analytical tool to determine a unique competitive marketing strategy for a small tourism venture such as a privately owned hotel. The findings indicate that the differentiation strategy is the best competitive marketing strategy for allocating specific and limited resources and capabilities toward sustainable competitive advantage.
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