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LBS Journal of Management & Research
Year : 2020, Volume : 18, Issue : 1
First page : ( 25) Last page : ( 41)
Print ISSN : 0972-8031. Online ISSN : 0974-1852.
Article DOI : 10.5958/0974-1852.2020.00004.8

A new aggregation model for topsis multi-criteria group decision-making environment: Competitive marketing strategy

Azadfallah Mohammad*

Researcher, Business Studies and Development Office, Saipayadak (SAIPA After Sales Services Organization), Islamic Republic of Iran

*Email id: m.azadfallah@yahoo.com

Online published on 29 August, 2020.

Abstract

In recent years, moving from single criterion to multi-criteria, as well as decision-making from one person to multi-person, has led to the challenge on how to reach a consensus group views in Multiple Criteria Group Decision-Making/Multiple Attribute Group Decision-Making (MCGDM/MAGDM) environment. In Group Decision-Making (GDM) literature, two main categories of aggregation techniques can be distinguished: (1) aggregation of individual judgments (or internal/first aggregation) and (2) aggregation of individual priorities (or external/last aggregation). Theoretically, there is no reason to be restricted to these methods. Therefore, in this article, the extended TOPSIS method is used which was originally introduced by Hwang and Yoon (1981), but unlike from Hwang and Yoon's approach, different relative closeness method is proposed for the calculation of the relative closeness to the ideal solution. We shall call this type of aggregation as ‘middle aggregation’ method. In addition, a new chi-square-based approach introduced to determine the importance of decision-makers (DMs) in GDM process. Then, by using the weights of DMs, all individual decision is aggregated into a collective decision. Finally, a numerical example (to determine a unique competitive marketing strategy) is used to test the proposed approach, and results show the advantage of our extended model over previous one.

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Keywords

Multiple criteria group decision-making, Group decision-making, TOPSIS, Aggregation method, Chi-square, Marketing strategy selection problem.

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