An Analytic Hierarchy Process Based Approach to the Design and Evaluation of a Marketing Driven Business and Corporate Strategy

Abstract

The dramatic changes in the business environment, as highlighted in Table 1, suggest that the old and proven ways of doing business may not suffice in assuring survival and growth in the 1990s and beyond. Heightened environmental uncertainty and complexity calls for increased attention to creativity in generating strategic directions for the firm, rigor in evaluating the strategic options on multiple and independent objectives, and vision and focus to assure effective utilization of resources. Most managers could greatly benefit from a framework and methodology which would allow them to accomplish these tasks while at the same time assuring that the strategy is driven by the critical marketing considerations. The Analytic Hierarchy Process (AHP) provides such a framework and methodology.