Formulating and Evaluating of Strategies by Using a Hybrid SWOT and Fuzzy ANP Approach: A Case Study for Communication Services Industry

Document Type : Research Article (Original Article)

Authors

1 Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

2 MSc student of Industrial Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

Abstract

SWOT analysis is one of the most important tools for decision makers in the process of strategic management. This tool enables managers to identify internal and external factors affecting organizational strategy, so this analysis is a good tool for strategy formulation. SWOT analysis has shortcomings as well. It is not able to assess interdependencies among identified factors and only presents a list of qualitative factors and strategies. Researchers have developed different methods to quantify this technique but these methods have shortcomings. In this paper we have developed a fuzzy method for weighting formulated strategies. With this method, the ambiguity of the views of decision makers are considered in the model we have used FANP tecnique for taking interdependencies among factors and internal interdependencies of factors into account. The results of our technique are more accurate and realistic than other common methods like AHP because of considering interrelationships and uncertainty. Finally, the proposed model was tested in a case study of a communication services industry and the strategies were formulated and ranked.

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History

  • Receive Date: 05 February 2017
  • Revise Date: 02 December 2021
  • Accept Date: 05 February 2017

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