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Development of hybrid fuzzy multi‐criteria decision approach to evaluate key factors for marketing strategic alliance formation based on multiple theories

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  • Jia‐Wei Tang
  • Chih‐Jou Chen
  • Pei‐Hsuan Tsai

Abstract

This study integrates three methods for evaluating the interaction and importance of key factors, while mapping the differences between development and maintenance stages during the formation of marketing strategic alliances in the telecommunications industry. A systematic, quantitative, integrated measurement is proposed to evaluate the importance of factors. Moreover, it provides a holistic picture of similarities and differences across stages for establishing marketing strategic alliance relationships. The factors' evaluation results show that the maintenance stage is critical for the relationship as it relates to sustaining the collaboration and can determine whether a marketing strategic alliance will continue or terminate.

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  • Jia‐Wei Tang & Chih‐Jou Chen & Pei‐Hsuan Tsai, 2022. "Development of hybrid fuzzy multi‐criteria decision approach to evaluate key factors for marketing strategic alliance formation based on multiple theories," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(1), pages 241-261, January.
    • Handle: RePEc:wly:mgtdec:v:43:y:2022:i:1:p:241-261
    DOI: 10.1002/mde.3381
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