Marketing goals vs. business profitability: An interactive multiple criteria decision-making approach
✍ Scribed by Julio Berbel; Julio Gallego; Horacio Sagues
- Publisher
- John Wiley and Sons
- Year
- 1991
- Tongue
- English
- Weight
- 682 KB
- Volume
- 7
- Category
- Article
- ISSN
- 0742-4477
No coin nor oath required. For personal study only.
✦ Synopsis
This article analyses an application of multiple criteria decision making (MCDM) techniques to real agricultural planning. The case study is a large firm dedicated to the production of off-season vegetables in Southern Spain. The decision problem is their crop planning for 1990/1991 and the support system for the decision-making process, an interactive MCDM technique in which a plan, was selected by searching for a compromise between business profitability and the achievement of certain marketing goals.
Multiple criteria decision making (MCDM) techniques have developed quite fast
in the operational research and management science journals during the last 20 years. Developments and use of MCDM techniques in fields such as water resources research and forest planning have been extensive. However, applications of this techniques to agricultural planning are not so abundant. Romero and Rehmanl presented examples of real decision problems, such as farm planning,