A hybrid MADM based competence set expansion for marketing imagination capabilities

Chi Yo Huang, Gwo Hshiung Tzeng, Shu Hor

研究成果: 雜誌貢獻文章

摘要

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.

原文英語
頁(從 - 到)653-663
頁數11
期刊Smart Innovation, Systems and Technologies
4
DOIs
出版狀態已發佈 - 2010 十二月 1

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Computer Science(all)

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