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Marketing decisions in small businesses: how verbal decision analysis can help

Author

Listed:
  • Luiz Flavio Autran Monteiro Gomes
  • Helen Moshkovich
  • Adriano Torres

Abstract

Marketing decisions are crucial in the strategic planning and are usually a starting point for the analysis. Marketing practices of small businesses are different from those of large companies and require different approaches to decision support. The paper illustrates the use of the ORCLASS method of verbal decision analysis in a real application. The ORCLASS method is based solely on the use of qualitative (verbal) information and allows the process leading to decisions to be transparent and shared with the stakeholders in a clear way. The research results show that, the adoption of a qualitative method of decision support in particular, can benefit significantly the marketing of a small business.

Suggested Citation

  • Luiz Flavio Autran Monteiro Gomes & Helen Moshkovich & Adriano Torres, 2010. "Marketing decisions in small businesses: how verbal decision analysis can help," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 11(1), pages 19-36.
    • Handle: RePEc:ids:ijmdma:v:11:y:2010:i:1:p:19-36
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    Cited by:

    1. Marum Simão Filho & Plácido R. Pinheiro & Adriano B. Albuquerque & Régis P. S. Simão & Raimundo S. N. Azevedo & Luciano C. Nunes, 2019. "A Multicriteria Approach to Support Task Allocation in Projects of Distributed Software Development," Complexity, Hindawi, vol. 2019, pages 1-22, April.
    2. Silva, Thuener & Pinheiro, Plácido Rogério & Poggi, Marcus, 2017. "A more human-like portfolio optimization approach," European Journal of Operational Research, Elsevier, vol. 256(1), pages 252-260.
    3. Nejc Trdin & Marko Bohanec, 2018. "Extending the multi-criteria decision making method DEX with numeric attributes, value distributions and relational models," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 26(1), pages 1-41, March.

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