2-tuple linguistic integrated group decision making methodology for E-commerce strategy selection


Büyüközkan G., UZTÜRK BARAN D.

11th Conference of the European Society for Fuzzy Logic and Technology, EUSFLAT 2019, Prague, Czech Republic, 9 - 13 September 2019, pp.706-713 identifier

  • Publication Type: Conference Paper / Full Text
  • City: Prague
  • Country: Czech Republic
  • Page Numbers: pp.706-713
  • Keywords: 2-Tuple linguistic model, FLINTSTONES, Group decision making, Strategy selection, SWOT analysis

Abstract

Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).2-Tuple linguistic model, which is a fuzzy logic based linguistic decision-making tool, enables the use of multi-granulated linguistic variables in decision making. This property facilitates the decision-making process for decision makers (DMs) and provides a comfortable decision-making environment for them. Motivated by this advantage, this study suggests a decision-making methodology for a strategy selection subject. E-commerce subject is selected as an application area because of its growth in every sector as a result of the rapidly expanding new technologies. In this study, integrated SWOT analysis with group decision making (GDM) considering linguistic information is proposed. 2-Tuple linguistic model is used to normalize and aggregate them. An SME in the textile sector from Turkey has been chosen as a case study to test the applicability. The most suitable strategy for the SME business is determined with 2-Tuple decision making by FLINTSTONES program.