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

Chapter
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 175)

Abstract

The dramatic changes in the business environment, as highlighted in Table 11.1, 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.

Keywords

Analytic Hierarchy Process Market Segment Corporate Strategy Downside Risk Strategic Option 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media New York 2012

Authors and Affiliations

  1. 1.Katz Graduate School of Business and College of Business AdministrationUniversity of PittsburghPittsburghUSA

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