A Proposed Framework for Selection and Prioritization of the Best Strategies: A Hybrid SWOT Analysis, Fuzzy PROMETHEE Ⅱ and Porter's Generic Strategies

摘要

Today, in turbulent market environments and successive appearance of new competitors, one of the most important goals of industrial and business firms is first to keep their market share and then to increase it. They must find untapped markets or make them themselves therefore they have to know their competitive advantages. In 1980, M. Porter introduced three generic strategies. They have been concentrated to cost leadership, product differentiation and focus strategy. Nowadays many companies use Porter's generic strategies pattern. The main challenge for companies is how to use Porter's generic strategies according to the internal and external factors of the company. This study presents a formulated framework for selection and prioritization of the best firms strategies based on Porter's generic strategies. The purpose of this study is to present a comprehensive logical method for prioritization of the best strategies according to porter's generic strategies then improving of SWOT analysis. This study tries to answer these questions: What is the method for improving selection and prioritization of strategies based on porter's generic strategies? 2. How organizations can select the best strategies? How organizations can prioritize the selected strategies? How they can select and prioritize the best strategies of organization according to Porter's generic strategies? In this study, we used SWOT analysis for selection of the strategies and prioritizing them by fuzzy PROMETHEE Ⅱ method. This method uses Porter's generic strategies as criterion. We used Shannon's entropy to determine the importance weights of Porter's generic strategies.