2-Tuple Linguistic Integrated Group Decision Making Methodology for E-Commerce Strategy Selection

摘要

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 decisionmaking 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.