Prioritizing business strategies in electronic businesses based on competitive advantage (Application of Topsis and AHP methods integration)

Hosseini, Mohammad Hossein; Khodaei, Azadeh Al-Sadat

doi:10.22075/ijnaa.2024.33413.4979

Prioritizing business strategies in electronic businesses based on competitive advantage (Application of Topsis and AHP methods integration)

Articles in Press

Document Type : Research Paper

Authors

¹ Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

² Department of Computer Engineering, Safadasht Branch, Islamic Azad University, Safadasht, Tehran, Iran

10.22075/ijnaa.2024.33413.4979

Abstract

Choosing the right strategies for the development of e-businesses, along with the development of new technologies and maintaining a competitive advantage, to simultaneously meet organizational expectations and customer expectations, is considered vital. Therefore, identifying and then ranking these strategies according to the rapid developments of the technology world is considered a very basic step in helping to manage this kind of activity. Therefore, in this study, using a descriptive-survey research method and the opinions of 10 food industry experts who had sufficient experience in this field, it were collected using the purposeful sampling method and then using integration of AHP and Topsis methods, the priority and rank of each of these strategies were determined. The final results of this survey showed that the strategies: of branding, marketing in social networks, competitive pricing, customer personalization and mobile optimization are the five priority strategies of e-businesses in the food and edible industries, according to the components They are a competitive advantage that can provide a basis for future studies on the competitiveness of electronic businesses in the food industry due to the comprehensiveness of the criteria and indicators.

Keywords

References

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