Article ID: | iaor2008220 |
Country: | United States |
Volume: | 12 |
Issue: | 3/4 |
Start Page Number: | 147 |
End Page Number: | 176 |
Publication Date: | Nov 2003 |
Journal: | Journal of Euromarketing |
Authors: | Sevkli Mehmet, Zaim Selim, Tarim Mehves |
Keywords: | analytic hierarchy process, marketing |
For solving the problem of complex multi-criteria decisionmaking for supplier selection the fuzzy analytic hierarchy process (FAHP) approach is proposed. By a case study in TV production suppliers the FAHP approach was implemented. Based on the results the TV suppliers were evaluated and the best one selected. FAHP approach was compared with conventional approach. It provided better evaluation of TV suppliers in comparison with the traditional approach. FAHP approach could be applied in other areas for production supplier selection.