標題: A Hybrid MADM Based Competence Set Expansion for Marketing Imagination Capabilities
作者: Huang, Chi-Yo
Tzeng, Gwo-Hshiung
Hor, Shu
科技管理研究所
Institute of Management of Technology
關鍵字: Creativity;Imagination;Competence Set Expansion;Optimal Expansion Process;Multiple Attribute Decision Making (MADM);Decision Support System
公開日期: 2010
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.
URI: http://hdl.handle.net/11536/134395
ISBN: 978-3-642-14615-2
ISSN: 2190-3018
期刊: ADVANCES IN INTELLIGENT DECISION TECHNOLOGIES
Volume: 4
起始頁: 653
結束頁: +
顯示於類別:會議論文