Group Decision and Negotiation

, Volume 27, Issue 2, pp 251–284 | Cite as

Utilizing the Hierarchy Structural Fuzzy Analytical Network Process Model to Evaluate Critical Elements of Marketing Strategic Alliance Development in Mobile Telecommunication Industry

  • Jia-Wei TangEmail author
  • Tsuen-Ho Hsu


Extant studies on marketing strategic alliance development lack systematic measurement models; consequently, they cannot provide a holistic picture of the relationship evaluation stage. In addition, it is difficult to clearly understand the interactive effects between the critical elements of marketing strategic alliance development. Therefore, this study proposes a systematic measurement model, called the hierarchy structural fuzzy analytical network process model (H-S FANP model), to evaluate the correlation, interaction, and mutual dependence of the critical elements at the evaluation stage. This model combines four methods, i.e., the interpretation of structural model, Matrice d’ Impacts Croisés Multiplication Appliquée à un Classement, fuzzy linguistic preference relations, and analytical network process (ANP), to overcome various problems encountered when using the conventional ANP. To illustrate how the H-S FANP model can be applied, this study uses the mobile telecommunications industry in Taiwan as an empirical subject. The findings show that the H-S FANP model can assist the mobile telecommunications industry in its long-term marketing strategic alliance development and help decision-makers in improving their evaluation quality and calculation efficiency when analyzing critical elements during the evaluation stage of development.


Marketing strategic alliance Fuzzy linguistic preference relations Analytical network process Interpretation of structural model Matrice d’ Impacts Croisés Multiplication Appliquée à un Classement Mobile telecommunication 


Compliance with Ethical Standards

Conflict of interest

The authors declare that they have no conflict of interest.


  1. Abbas SE, Aygün H (2006) Intuitionistic fuzzy semiregularization spaces. Inf Sci 176:745–757CrossRefGoogle Scholar
  2. Agarwal A, Shankar R, Tiwari MK (2007) Modeling agility of supply chain. Ind Mark Manag 36:443–457CrossRefGoogle Scholar
  3. Alpar P, Saharia A (1995) Outsourcing information system functions: an organization economics perspective. J Organ Comput 5:197–217Google Scholar
  4. Andersen PH (2001) Relationship development and marketing communication: an integrative model. J Bus Ind Mark 16:167–183CrossRefGoogle Scholar
  5. Arend RJ, Amit R (2005) Selection in strategic alliance activity: effects on firm performance in the computing industry. Eur Manag J 23:361–381CrossRefGoogle Scholar
  6. Atanassov K (1986) Intuitionistic fuzzy sets. Fuzz Sets Syst 20:87–96CrossRefGoogle Scholar
  7. Atanassov K (1994) Operators over interval-valued intuitionistic fuzzy sets. Fuzz Sets Syst 64:159–174CrossRefGoogle Scholar
  8. Baker SM, Faircloth JB, Simental V (2005) Perceptions of university–corporate partnership influences on a brand. J Mark Theory Pract 13:99–120CrossRefGoogle Scholar
  9. Boddy D, Macbeth D, Wagner B (2000) Implementing collaboration between organizations: an empirical study of supply chain partnering. J Manag Stud 37:1003–1017CrossRefGoogle Scholar
  10. Bretherton P, Chaston I (2005) Resource dependency and SME strategy: an empirical study. J Small Bus Entrep Dev 12:274–289CrossRefGoogle Scholar
  11. Büyüközkan G, Çifçi G (2011) A novel fuzzy multi-criteria decision framework for sustainable supplier selection with incomplete information. Comput Ind 62:164–174CrossRefGoogle Scholar
  12. Cabrerizo FJ, Pérez IJ, Herrera-Viedma E (2010a) Managing the consensus in group decision making in an unbalanced fuzzy linguistic context with incomplete information. Knowl Based Syst 23:169–181CrossRefGoogle Scholar
  13. Cabrerizo FJ, Heradio R, Pérez IJ, Herrera-Viedma E (2010b) A selection process based on additive consistency to deal with incomplete fuzzy linguistic information. J Univ Comput Sci 16:62–81Google Scholar
  14. Chen HM, Tseng CH (2005) The performance of marketing alliances between the tourism industry and credit card issuing banks in Taiwan. Tour Manag 26:15–24CrossRefGoogle Scholar
  15. Chen YH, Wang TC, Wu CY (2011) Multi-criteria decision making with fuzzy linguistic preference relations. Appl Math Model 35:1322–1330CrossRefGoogle Scholar
  16. Chiclana F, Herrera F, Herrera-Viedma E (1998) Integrating three representation models in fuzzy multipurpose decision making based on fuzzy preference relations. Fuzz Sets Syst 97:33–48CrossRefGoogle Scholar
  17. Chiclana F, Herrera F, Herrera-Viedma E (2001) Integrating multiplicative preference relations in a multipurpose decision-making model based on fuzzy preference relations. Fuzz Sets Syst 122:277–291CrossRefGoogle Scholar
  18. Das TK, Teng BS (2000) A resource-based theory of strategic alliances. J Manag 26:31–61Google Scholar
  19. Davis P, Love P (2011) Alliance contracting: adding value through relationship development. Eng Constr Archit Manag 18:444–461CrossRefGoogle Scholar
  20. Demirtas EA, Üstün Ö (2008) An integrated multiobjective decision making process for supplier selection and order allocation. Omega 36:76–90CrossRefGoogle Scholar
  21. Diabat A, Govindan K (2011) An analysis of the drivers affecting the implementation of green supply chain management. Resour Conserv Recycl 55:659–667CrossRefGoogle Scholar
  22. Dong Y, Herrera-Viedma E (2015) Consistency-driven automatic methodology to set interval numerical scales of 2-tuple linguistic term sets and its use in the linguistic GDM with preference relation. IEEE Trans Cybern 45:780–792CrossRefGoogle Scholar
  23. Dyer JH (1996) Does governance matter? Keiretsu alliances and asset specificity as sources of Japanese competitive advantage. Organ Sci 7:649–666CrossRefGoogle Scholar
  24. Fedrizzi M, Giove S (2007) Incomplete pairwise comparison and consistency optimization. Eur J Oper Res 183:303–313CrossRefGoogle Scholar
  25. Frels JK, Shervani T, Srivastava RK (2003) The integrated networks model: explaining resource allocations in network markets. J Mark 67:29–45CrossRefGoogle Scholar
  26. Glaister KW, Buckley PJ (1996) Strategic motives for international alliance formation. J Manag Stud 33:301–332CrossRefGoogle Scholar
  27. Godet M (1993) From anticipation to action. A handbook of strategic prospective. UNESCO Publishing, ParisGoogle Scholar
  28. Harwood T (2002) Business negotiations in the context of strategic relationship development. Mark Intel Plan 20:336–348CrossRefGoogle Scholar
  29. Herrera F, Herrera-Viedma E (2000) Linguistic decision analysis: steps for solving decision problems under linguistic information. Fuzz Sets Syst 115:67–82CrossRefGoogle Scholar
  30. Herrera F, Martinez L (2000) A 2-tuple fuzzy linguistic representation model for computing with words. IEEE Trans Fuzzy Syst 8:746–752CrossRefGoogle Scholar
  31. Herrera-Viedma E, Herrera E, Chiclana F, Luque M (2004) Some issues on consistency of fuzzy preference relations. Eur J Oper Res 154:98–109CrossRefGoogle Scholar
  32. Herrera F, Martinez L, Sanchez PJ (2005) Managing non-homogeneous information in group decision making. Euro J Oper Res 166:115–132CrossRefGoogle Scholar
  33. Herrera-Viedma E, Alonso S, Chiclana F, Herrera F (2007a) A consensus model for group decision making with incomplete fuzzy preference relations. IEEE Trans Fuzz Syst 15:863–877CrossRefGoogle Scholar
  34. Herrera-Viedma E, Chiclana F, Herrera F, Alonso S (2007b) Group decision-making model with incomplete fuzzy preference relations based on additive consistency. IEEE Trans Syst Man Cybern Part B Cybern 37:176–189CrossRefGoogle Scholar
  35. Hessels J, Terjesen S (2010) Resource dependency and institutional theory perspectives on direct and indirect export choices. Small Bus Econ 34:203–220CrossRefGoogle Scholar
  36. Hsieh LF, Lin LH, Lin YY (2008) A service quality measurement architecture for hot spring hotels in Taiwan. Tour Manag 29:429–438CrossRefGoogle Scholar
  37. Hsu TH, Tang JW (2013) A relationship hierarchy structural fuzzy ANP model to explore development of marketing strategic alliances. In: IFSA World Congress and NAFIPS annual meeting (IFSA/NAFIPS 2013), Edmonton, Canada, pp 238–243Google Scholar
  38. Hsu SC, Wang TC (2011) Solving multi-criteria decision making with incomplete linguistic preference relations. Expert Syst Appl 38:10882–10888CrossRefGoogle Scholar
  39. Huang JJ, Tzeng GH, Ong CS (2005) Multidimensional data in multidimensional scaling using the analytic network process. Pattern Recognit Lett 26:755–767CrossRefGoogle Scholar
  40. Huchang L, Zeshui X, Meimei X (2014) Multiplicative ultiplicative consistency of hesitant fuzzy preference relation and its application in group decision making. Int J Inf Tech Decis Mak 13:47–76CrossRefGoogle Scholar
  41. Kannan G, Haq AN, Sasikumar P, Arunachalam S (2008) Analysis and selection of green suppliers using interpretative structural modeling and analytic hierarchy process. Int J Manag Decis Mak 9:163–82Google Scholar
  42. Kannan G, Pokharel S, Kumar PSA (2009) hybrid approach using ISM and fuzzy TOPSIS for the selection of reverse logistics provider. Resour Conserev Recycl 54:28–36CrossRefGoogle Scholar
  43. Kuada J (2002) Collaboration between developed and developing country-based firms: Danish–Ghanaian experience. J Bus Ind Mark 17:538–557CrossRefGoogle Scholar
  44. Lai WH, Chang PL (2010) Corporate motivation and performance in R&D alliances. J Bus Res 63:490–496CrossRefGoogle Scholar
  45. Lavie D (2006) The competitive advantage of interconnected firms: an extension of the resource-based view. Acad Manag Rev 31:638–658CrossRefGoogle Scholar
  46. Lee YC, Chao YH, Lin SB (2010a) Structural approach to design user interface. Comput Ind 61:613–623CrossRefGoogle Scholar
  47. Lee AHI, Wang WM, Lin TY (2010b) An evaluation framework for technology transfer of new equipment in high technology industry. Tech Forecast Soc Change 77:135–150CrossRefGoogle Scholar
  48. Li DF, Sun T (2007) Fuzzy linmap method for multiattribute group decision making with linguistic variables and incomplete information. Int J Uncertain Fuzziness Knowl Based Syst 15:153–173CrossRefGoogle Scholar
  49. Li N, Boulding W, Staelin R (2010) General alliance experience, uncertainty, and marketing alliance governance mode choice. J Acad Mark Sci 38:141–158CrossRefGoogle Scholar
  50. Liang ZZ, Shi PF (2003) Similarity measures on intuitionistic fuzzy sets. Pattern Recognit Lett 24:2687–2693CrossRefGoogle Scholar
  51. Liu C, Sia CL, Wei KK (2008) Adopting organizational virtualization in B2B firms: an empirical study in Singapore. Inf Manag 45:429–437CrossRefGoogle Scholar
  52. Luo X, Rindfleisch A, Tse DK (2007) Working with rivals: the impact of competitor alliances on financial performance. J Mark Res 44:73–83CrossRefGoogle Scholar
  53. Ma J, Fan ZP, Huang LH (1999) A subjective and objective integrated approach to determine attribute weights. Eur J Oper Res 112:394–404CrossRefGoogle Scholar
  54. Mclvor R, McHugh M (2000) Partnership sourcing: an organization chang management perspective. J Supply Chain Manag 113:12–20CrossRefGoogle Scholar
  55. Mikhailov L (2002) Fuzzy analysis approach to partnership selection in formation of virtual enterprises. Omega 30:393–404CrossRefGoogle Scholar
  56. Nielsen BB, Gudergan S (2012) Exploration and exploitation fit and performance in international strategic alliances. Int Bus Rev 21:558–574CrossRefGoogle Scholar
  57. O’Reilly P, Finnegan P (2007) B2B marketplaces sharing IS/IT infrastructures: an exploration of strategic technology alliances. J Entrep Inf Manag 20:304–318CrossRefGoogle Scholar
  58. Pansiri J (2009) Strategic motives for alliance formation in the travel sector of tourism. Int J Hosp Tour Adm 10:143–173Google Scholar
  59. Parreiras RO, Ekel PY, Morais DC (2012) Fuzzy set based consensus schemes for multicriteria group decision making applied to strategic planning. Group Decis Negot 21:153–183CrossRefGoogle Scholar
  60. Partovi FY (2006) An analytic model for locating facilities strategically. Omega 34:41–55CrossRefGoogle Scholar
  61. Pelton LE, Strutton D, Lumpkin JR (2002) Marketing channels: a relationship management approach, 2nd edn. McGraw-Hill, New YorkGoogle Scholar
  62. Poulymenakou A, Prasopoulou E (2004) Adopting a lifecycle perspective to explain the transition from technological innovation to alliance management. Manag Decis 42:1115–1130CrossRefGoogle Scholar
  63. Qureshi MN, Kumar D, Kumar P (2008) An integrated model to identify and classify the key criteria and their role in the assessment of 3PL services providers. Asia Pac J Mark Log 20:227–249CrossRefGoogle Scholar
  64. Ravi V, Shankar R, Tiwari MK (2005) Productivity improvement of a computer hardware supply chain. Int J Prod Perform Manag 54:239–255CrossRefGoogle Scholar
  65. Robbins SP (1994) Management. Prentice Hall, Englewood CliffsGoogle Scholar
  66. Rindfleisch A, Moorman C (2001) The acquisition and utilization of information in new product alliances: a strength of ties perspective. J Mark 65:1–18CrossRefGoogle Scholar
  67. Saaty TL (1996) The analytic network process, RWS Publications. Expert Choice Inc., PittsburghGoogle Scholar
  68. Solesvik MZ, Westhead P (2010) Partner selection for strategic alliances: case study insights from the maritime industry. Ind Manag Data Sys 110:841–860CrossRefGoogle Scholar
  69. Sousa J, Kaymak U (2001) Model of predicative control using fuzzy decision function. IEEE Trans SMC Part B Cybern 31(1):54–65CrossRefGoogle Scholar
  70. Su ZX, Xia GP, Chen MY, Wang L (2012) Induced generalized intuitionistic fuzzy OWA operator for multi-attribute group decision making. Expert Syst Appl 39:1902–1910CrossRefGoogle Scholar
  71. Susarla A, Barua A, Whinston AB (2009) A transaction cost perspective of the “software as a service” business model. J Manag Inf Syst 26:205–240CrossRefGoogle Scholar
  72. Szmidt E, Kacprzyk J (2002) Using intuitionistic fuzzy sets in group decision making. Control Cybern 31:1037–1053Google Scholar
  73. Tang JW, Hsu TH (2015) A fuzzy preference relations model for evaluating key supplier relationships in TFT-LCD TV panel manufacturing industry. Manag Decis 53:1858–1882CrossRefGoogle Scholar
  74. Vivek SD, Banwet DK, Shankar R (2008) Analysis of interactions among core, transaction and relationship-specific investments: the case of offshoring. J Oper Manag 26:180–197CrossRefGoogle Scholar
  75. Wan SP, Wan F, Dong JY (2016) A novel group decision making method with intuitionistic fuzzy preference relations for RFID technology selection. Appl Soft Comput 38:405–422CrossRefGoogle Scholar
  76. Wang ZJ (2013) Derivation of intuitionistic fuzzy weights based on intuitionistic fuzzy preference relations. Appl Math Model 37:6377–6388CrossRefGoogle Scholar
  77. Wang ZJ (2015) Consistency analysis and priority derivation of triangular fuzzy preference relations based on modal value and geometric mean. Inf Sci 314:169–183CrossRefGoogle Scholar
  78. Wang ZJ (2016) Comments on “A note on “Applying fuzzy linguistic preference relations to the improvement of consistency of fuzzy AHP””. Inf Sci 372:539–545CrossRefGoogle Scholar
  79. Wang TC, Chen YH (2007) Applying consistent fuzzy preference relations to partnership selection. Omega 35:384–388CrossRefGoogle Scholar
  80. Wang TC, Chen YH (2008) Applying fuzzy linguistic preference relations to the improvement of consistency of fuzzy AHP. Inf Sci 178:3755–3765CrossRefGoogle Scholar
  81. Wang TC, Chen YH (2010) Incomplete fuzzy linguistic preference relations under uncertain environments. Inf Fusion 11:201–207CrossRefGoogle Scholar
  82. Wang YM, Parkan C (2008) Optimal aggregation of fuzzy preference relations with an application to broadband internet service selection. Eur J Oper Res 187:1476–1486CrossRefGoogle Scholar
  83. Wang ZJ, Tong X (2016) Consistency analysis and group decision making based on triangular fuzzy additive reciprocal preference relations. Inf Sci 361–362:29–47CrossRefGoogle Scholar
  84. Wang ZJ, Wang Y, Li KW (2016) An acceptable consistency-based framework for group decision making with intuitionistic preference relations. Group Decis Negot 25:181–202CrossRefGoogle Scholar
  85. Warfield JN (1982) Interpretive structural modeling. In: Olsen SA (ed) Group planning and problem solving methods in engineering. Wiley, New YorkGoogle Scholar
  86. Warfield JN, Ayiku MNB (1989) Sociotechnical modeling for developing nations. Sys Cybern Manag 18:25–40Google Scholar
  87. Wei G (2010) Some induced geometric aggregation operators with intuitionistic fuzzy information and their application to group decision making. Appl Soft Comput 10:423–431CrossRefGoogle Scholar
  88. White S (2000) Competition, capabilities, and the make, buy, or ally decisions of Chinese state-owned firms. Acad Manag J 43:324–341CrossRefGoogle Scholar
  89. Williamson OE (1981) The economics of organization: transaction cost approach. Am J Soci 87:548–577CrossRefGoogle Scholar
  90. Wolfslehner B, Vacik H, Lexer MJ (2005) Application of the analytic network process in multi-criteria analysis of sustainable forest management. For Ecol Manag 207:157–170CrossRefGoogle Scholar
  91. Wu J (2016) Consistency in MCGDM problems with intuitionistic fuzzy preference relations based on an exponential score function. Group Decis Negot 25:399–420CrossRefGoogle Scholar
  92. Xu ZS (2004) A method based on linguistic aggregation operators for group decision making with linguistic preference relations. Inf Sci 166:19–30CrossRefGoogle Scholar
  93. Xu ZS (2005) Deviation measures of linguistic preference relations in group decision making. Omega 33:249–254CrossRefGoogle Scholar
  94. Xu Z (2007) Intuitionistic preference relations and their application in group decision making. Inf Sci 177:2363–2379CrossRefGoogle Scholar
  95. Xu Z, Xia M (2014) Iterative algorithms for improving consistency of intuitionistic preference relations. J Oper Res Soc 65:708–722CrossRefGoogle Scholar
  96. Xu ZS, Yager RR (2006) Some geometric aggregation operators based on intuitionistic fuzzy sets. Int J Gen Syst 35:417–433CrossRefGoogle Scholar
  97. Xu Z, Cai X, Szmidt E (2011) Algorithms for estimating missing elements of incomplete intuitionistic preference relations. Int J Intell Syst 26:787–813CrossRefGoogle Scholar
  98. Zhang Y, Li KW, Wang ZJ (2017) Prioritization and aggregation of intuitionistic preference relations: a multiplicative-transitivity-based transformation from intuitionistic judgment data to priority weights. Group Decis Negot 26:409–436CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media B.V., part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Marketing and Logistics ManagementNational Penghu University of Science and TechnologyMagongTaiwan
  2. 2.Department of Marketing and Distribution ManagementNational Kaohsiung First University of Science and TechnologyKaohsiungTaiwan

Personalised recommendations