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Asian Journal of Research in Business Economics and Management
Year : 2014, Volume : 4, Issue : 11
First page : ( 340) Last page : ( 350)
Online ISSN : 2249-7307.
Article DOI : 10.5958/2249-7307.2014.00997.9

Strategy selection in an automotive company using VIKOR technique

Sofiyabadi Javada, Valmohammadi Changizb, Kolahi Baharec

aDepartment of Industrial Management, Islamic Azad University, Firrozkooh Branch, Tehran, Iran

bDepartment of Industrial Management, Islamic Azad University, South Tehran Branch, Tehran, Iran

cDepartment of Management, Shahed University, Tehran, Iran


The main purpose of this study is to rank the components of product development (PD) of limited and innovative platform strategic orientation for strategy selection of an automotive company in Iran called Pars Khodro. Using the fourth generation of Balanced Score Card and multi criteria decision making (MCDM) techniques, namely VIKOR, AHP and Entropy this study endeavors to provide a new approach for top managers, particularly strategic department of this company to use a scientific framework, instead of using experimental approach to select an appropriate strategy. The Results obtained from data analysis revealed that Increased Customer Satisfaction from sale process and Power of product selection by customer is the most importance attribute and, Increased Income from New Products is the second strategy which Pars Khodro should choose towards accomplishing its main strategic objective.



Fourth generation of Balanced Scorecard, Strategy map, Strategic orientation, VIKOR, AHP & Entropy, Automotive industry.


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