A hybrid MADM based competence set expansion for marketing imagination capabilities

Chi Yo Huang, Gwo Hshiung Tzeng, Shu Hor

Research output: Contribution to journalArticlepeer-review


Creativity and marketing imagination capabilities are the most important factors for achieving marketing success and thus, firms' profitability. However, a lot of marketing programs of new products are in lack of creativity. Further, albeit scholars found decision support systems to be useful for enhancing creativity, few past researches tried to uncover this issue in detail. To resolve the above mentioned problems and propose a decision making framework to derive the factors which affect the creativity of marketing programs, relationships between the factors and finally, define appropriate strategies to maximize the performance of marketing imagination, a hybrid multiple attribute decision making (MADM) method based decision support system by introducing the (creativity) competence set expansion concept will be proposed. A case study for expanding the creativity and thus, marketing imagination capabilities of a system vendor of telematic products was provided to demonstrate the feasibility of this MADM framework.

Original languageEnglish
Pages (from-to)653-663
Number of pages11
JournalSmart Innovation, Systems and Technologies
Publication statusPublished - 2010


  • Competence set expansion
  • Creativity
  • Decision support system
  • Imagination
  • Multiple attribute decision making (MADM)
  • Optimal expansion process

ASJC Scopus subject areas

  • General Decision Sciences
  • General Computer Science


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