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

Document Type : Research Paper

Authors
Mohammad Hossein Hosseini 1
Azadeh al-Sadat Khodaei 2
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
e- businesses
electronic businesses
business strategies
AHP method
TOPSIS method
prioritization
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International Journal of Nonlinear Analysis and Applications
Volume 17, Issue 7
July 2026
Pages 23-34

  • Receive Date 01 February 2024
  • Revise Date 04 March 2024
  • Accept Date 06 April 2024