A NOVEL APPROACH FOR CRITERIA EVALUATION IN STRATEGIC MARKETING MANAGEMENT: INTUITIONISTIC COGNITIVE MAP

摘要

This study proposes a novel approach called Intuitionistic Cognitive Map, for evaluating and assessing the criteria which influence the pricing strategy of a company in the new product development process. Intuitionistic fuzzy sets and cognitive mapping are used together to capture fuzziness in information and to define cause and effect relations between the criteria in order to represent the complexity of strategic marketing decisions.