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ANALYSIS OF DECISION ON PENETRATING INTO THE KÜRESEL MARKET WITH FUZZY AHP AND FUZZY TOPSIS

Yıl 2016, Cilt: 5 Sayı: 4, 77 - 96, 01.10.2016

Öz

The decision on the penetration into the küresel markets is crucial for the corporations trying to subsist in the competitive setting of the today. In determining the target market in any country, it is required to make a risk assessment of the social, economic and political components, and to compare the countries based on these components. Throughout the study, the fuzzy AHP has been conducted in the risk assessment of penetration into the küresel market, and the fuzzy TOPSIS in listing the countries based on this measure of risk. The relative grades of importance of the significant factors for the decision of penetration into the market have been detected with the aid of some specialists' views. By taking these grades of importance into consideration, the weight of the factors has been determined with the fuzzy AHP. The study offers a different perspective by utilizing the fuzzy logic to the directors to give a decision of penetration into the market

Kaynakça

  • Alp, S., C.E.Gündoğdu (2012), “Kuruluş Yeri Seçiminde Analitik Hiyerarşi Prosesi ve Bulanık Analitik Hiyerarşi Prosesi Uygulaması”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt:14, Sayı: 1; 07-25.
  • Amiri, M. P. (2010), "Project Selection fo rOil-Fields Development by Using the AHP and Fuzzy TOPSIS Methods." Expert Systems with Applications Vol:37, No: 9; 6218-6224.
  • Askari, M., H. R. Shokrizadeh, N.Ghane(2014), "A Fuzzy AHP Model in Risk Ranking.", European Journal of Business and Management, Vol.6, No.14; 194-202.
  • Aydogan G., A. Köksal (2014), “Host Country Related Risk Factors in International Construction: Meta- Analysis” Megaron, Vol: 9, No:3, 190-200.
  • Bottani, E. A. (2006), “A Fuzzy TOPSIS Methodology to Support Outsourcing of Logistics Services”, Supply Chain Management: An International Journal, Vol:11, No:4; 294-308.
  • Bouchet, M. H., E. C., B. Groslambert (2003), Country Risk Assessment: A Guide to Küresel Investment Strategy. John Wiley&Sons.
  • Chaghooshi, A. J., M. R. Fathi, M. Kashef (2012), “Integration of Fuzzy Shannon’s Entropy with Fuzzy TOPSIS forIndustrial Robotic System Section.” Journal of Industrial Engineeringand Management Vo:5, No:1; 102-114.
  • Chang, D. Y. (1996), “Applications of the Extent Analysis Method on Fuzzy AHP, “European Journal of Operational Research, Vol:95, No:3, 649-655.
  • Çavuşgil, T., G. Knight, J.R. Reisenberger (2012), International Business: The New Realities, 2nd ed.Pearson
  • Dağdeviren, M. (2007), "Bulanık Analitik Hiyerarşi Prosesi ile Personel Seçimi ve Bir Uygulama." Gazi Üniversitesi Mühendislik-Mimarlık Fakültesi Dergisi Cilt:22, Sayı:4; 791-799.
  • Dikmen, I., M. T. Birgonul (2004), “Neural Network Model to Support International Market Entry Decisions” Journal Of Construction Engineering And Management, January/February59-66
  • Ghemawat, P. (2001) “Distance Still Matters." Harvard Business Review, Vol:79, No:8; 137-147.
  • Hofstede, G.; G. J. Hofstede, M. Minkov (2010), Cultures and Organizations. London,McGrawHill
  • Johnson, Joseph ve Gerard J. Tellis(2008), "Drivers of Successfor Market Entryinto China and India." Journal of Marketing, Vol: 72, No:3 ;1-13.
  • Kahraman, C. (2008). FuzzyMulti-Criteria Decision Making: Theoryand Applications with Recent Developments,Vol. 16, Springer.
  • Kahraman, C., U. Cebeci, Z.Ulukan(2003), “Multi-criteria Supplier Selection Using Fuzzy AHP”, Logistics Information Management, Vol: 16, No:6; 382-394.
  • Kılınççı, O., S. A. ÖNAL (2011), “Fuzzy AHP Approach For Supplier Selection in A Washing Machine Company”, Expert Systems with Applications, Vol:38, No: 8; 9665-9664.
  • Kozlu, C. (2013). 21. Yüzyılda Uluslararası Pazarlama: İlkeler ve Uygulamalar. 13.Basım, İstanbul Türkiye İş Bankası Yayınları.
  • Kusumawardani, R. Pradina, and M. Agintiara (2015) “Application of Fuzzy AHP-TOPSIS Method for Decision Making in Human Resource Manager Selection Process." Procedia Computer Science Vol:72, 638-646.
  • Levy, J. B., E. Yoon (1995), “Modeling Küresel Market Entry Decision by Fuzzy Logic with an Application to Country Risk Assessment”, European Journal of Operational Research, Vol:82, No:1; 53-78.
  • Li, N. (2008), “Religion, Opportunism, and International Market EntryViaNon-EquityAlliances or Joint Ventures”, Journal of Business EthicsVol: 80, 771–789.
  • López-Duarte C., M. M. Vidal-Suárez(2013), “Cultural Distance and The Choice Between Wholly Owned Subsidiaries and Joint ventures” Journal of Business Research, Vol:66, 2252–2261.
  • Mahmoodzadeh, S., J. Shahrabi, M. Pariazar, M.S. Zaeri (2007), “Project Selectionby Using Fuzzy AHP and TOPSIS Technique”, World Academy of Science, Engineering and Technology, Vol:30; 333-338.
  • Malhotra, S., Sivakumar, K., & Zhu, P. (2009). “Distance Factors And Target Market Selection: The Moderating Effect Of Market Potential”,International Marketing Review,26(6), 651-673.
  • Mayrhofer, U. (2004), “The İnfluence Of National Origin And Uncertainty On The Choice Between Cooperation And Merger-Acquisition: An Analysis Of French And German Firms”.International Business Review, 13(1), 83-99.
  • Ojala, A., & Tyrväinen, P. (2008), “Market Entry Decisions of US Small And Medium-Sized Software Firms”,Management Decision,46(2), 187-200.
  • Öztürk, A., İ. Ertuğrul, N. Karakaşoğlu (2008), "Nakliye Firması Seçiminde Bulanık AHP ve Bulanık TOPSIS Yöntemlerinin Karşılaştırılması."Marmara Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Cilt:15, Sayı:2;785-824.
  • Öztürk, B. A., Z. Başkaya (2012) “Bulanık Analitik Hiyerarşi Süreci ile Bir Ekmek Fabrikasında Un Tedarikçisinin Seçimi”, Business &Economics Research Journal, Vol:3, NO:1; 131-159.
  • Paksoy, T., N. Y.Pehlivan,, C. Kahraman (2012), “Organizational Strategy Development in Distribution Channel Management Using Fuzzy AHP and Hierarchical Fuzzy TOPSIS”, Expert Systems with Applications, Vol: 39, No:3; 2822-2841.
  • Rothaermel, F. T., Kotha, S., &Steensma, H. K. (2006),“International Market Entry By US İnternet Firms: An Empirical Analysis Of Country Risk, National Culture, And Market Size”,Journal of Management,32(1), 56-82.
  • Saaty, T. L. (1990), “ How to Make a Decision:The Analytic Hierarchy Process”,European Journal of Operational Research, Vol: 48, No:1; 9-26.
  • Samiee, S (2013), “International Market-Entry Mode Decisions: Cultural Distance's Role In Classifying Partnerships Versus Sole Ownership” Journal of Business Research, Vol: 66, Issue 5;659-661
  • Söyler, H., L. Pirim (2014), "Using Fuzzy AHP And FuzzyTOPSIS Methods For The Analysis Of Development Agencies Project Evaluation Criteria" NWSA-Social Sciences Vol:9, No:.4; 105-117.
  • Şengül, Ü., M. Eren, S. E. Shiraz(2012), "Bulanık AHP İLE Belediyelerin Toplu Taşıma Araç Seçimi."Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt:40; 143-165.
  • Timurlenk, Ö., K. Kaptan (2012), “Country Risk”Procedia–Socialand Behavioral Sciences, Vol: 62; 1089 – 1094
  • Ülgen, H. Ve S.K.Mirze, (2013), İşletmelerde Stratejik Yönetim, 7. Baskı, İstanbul: Beta Yayınları.
  • Wang, T. ve T.Chang (2007) “Application of TOPSIS in Evaluating Initial Training Aircraft Under a Fuzzy Environment” Expert Systems with Applications Vol:33, No:4 ; 870-880.
  • Whitelock, J. (2002),“Theories of Internationalisation And Their Impact On Market Entry”.International Marketing Review,19(4), 342-347.
  • Yoon, K. P.,V.Hwang(1995), Multiple Attribute Decision Making: an Introduction: Sage.
  • Zare, K.,Javad Mehri-Tekmeh, and Sepideh Karimi(2015) ,"A SWOT Framework for Analyzing The Electricity Supply Chain Using an Integrated AHP Methodology Combined With Fuzzy-TOPSIS." International Strategic Management Review,Vol: 3, No:1 66-80.
  • Zeriti, A., M. J. Robson, S. Spyropoulou, C.N. Leonidou(2014), “Sustainable Export Marketing Strategy Fit And Performance”, Journal of International Marketing, Vol:22, No:4; 44-66. İnternet Kaynakları
  • https://www.cia.gov/library/publications/the-world-factbook, (Erişim tarihi: 15.05.2016)
  • http://www.doingbusiness.org/rankings, (Erişim tarihi: 15.05.2016)
  • http://küreseledge.msu.edu/countries, (Erişim tarihi: 15.05.2016)
  • http://www.trademap.org (Erişim tarihi: 15.05.2016)
  • http://www.transparency.org, (Erişim tarihi: 15.05.2016)

KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ

Yıl 2016, Cilt: 5 Sayı: 4, 77 - 96, 01.10.2016

Öz

Küresel pazarlara giriş kararı, günümüzün rekabet ortamında varlığını sürdürmeye çalışan firmalar için önemlidir. Hedef ülke pazarı seçilirken sosyal, ekonomik ve siyasi unsurların riskinin değerlendirilmesi ve ülkelerin bu unsurlara göre karşılaştırılması gerekir. Çalışmada küresel pazara girmenin riskinin değerlendirilmesinde bulanık AHP ve ülkelerin bu risk ölçüsüne göre sıralanmasında bulanık TOPSIS kullanılmıştır. Uzman kişilerin görüşlerine başvurularak, pazara giriş kararında önemli etkenlerin göreceli önem düzeyleri belirlenmiştir. Bu önem dereceleri göz önüne alınarak bulanık AHP ile etkenlerin ağırlıkları belirlenmiştir. Çalışma, pazara giriş kararını verecek olan yöneticilere bulanık yaklaşımı kullanarak farklı bir bakış açısı kazanma imkânı sunmaktadır

Kaynakça

  • Alp, S., C.E.Gündoğdu (2012), “Kuruluş Yeri Seçiminde Analitik Hiyerarşi Prosesi ve Bulanık Analitik Hiyerarşi Prosesi Uygulaması”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt:14, Sayı: 1; 07-25.
  • Amiri, M. P. (2010), "Project Selection fo rOil-Fields Development by Using the AHP and Fuzzy TOPSIS Methods." Expert Systems with Applications Vol:37, No: 9; 6218-6224.
  • Askari, M., H. R. Shokrizadeh, N.Ghane(2014), "A Fuzzy AHP Model in Risk Ranking.", European Journal of Business and Management, Vol.6, No.14; 194-202.
  • Aydogan G., A. Köksal (2014), “Host Country Related Risk Factors in International Construction: Meta- Analysis” Megaron, Vol: 9, No:3, 190-200.
  • Bottani, E. A. (2006), “A Fuzzy TOPSIS Methodology to Support Outsourcing of Logistics Services”, Supply Chain Management: An International Journal, Vol:11, No:4; 294-308.
  • Bouchet, M. H., E. C., B. Groslambert (2003), Country Risk Assessment: A Guide to Küresel Investment Strategy. John Wiley&Sons.
  • Chaghooshi, A. J., M. R. Fathi, M. Kashef (2012), “Integration of Fuzzy Shannon’s Entropy with Fuzzy TOPSIS forIndustrial Robotic System Section.” Journal of Industrial Engineeringand Management Vo:5, No:1; 102-114.
  • Chang, D. Y. (1996), “Applications of the Extent Analysis Method on Fuzzy AHP, “European Journal of Operational Research, Vol:95, No:3, 649-655.
  • Çavuşgil, T., G. Knight, J.R. Reisenberger (2012), International Business: The New Realities, 2nd ed.Pearson
  • Dağdeviren, M. (2007), "Bulanık Analitik Hiyerarşi Prosesi ile Personel Seçimi ve Bir Uygulama." Gazi Üniversitesi Mühendislik-Mimarlık Fakültesi Dergisi Cilt:22, Sayı:4; 791-799.
  • Dikmen, I., M. T. Birgonul (2004), “Neural Network Model to Support International Market Entry Decisions” Journal Of Construction Engineering And Management, January/February59-66
  • Ghemawat, P. (2001) “Distance Still Matters." Harvard Business Review, Vol:79, No:8; 137-147.
  • Hofstede, G.; G. J. Hofstede, M. Minkov (2010), Cultures and Organizations. London,McGrawHill
  • Johnson, Joseph ve Gerard J. Tellis(2008), "Drivers of Successfor Market Entryinto China and India." Journal of Marketing, Vol: 72, No:3 ;1-13.
  • Kahraman, C. (2008). FuzzyMulti-Criteria Decision Making: Theoryand Applications with Recent Developments,Vol. 16, Springer.
  • Kahraman, C., U. Cebeci, Z.Ulukan(2003), “Multi-criteria Supplier Selection Using Fuzzy AHP”, Logistics Information Management, Vol: 16, No:6; 382-394.
  • Kılınççı, O., S. A. ÖNAL (2011), “Fuzzy AHP Approach For Supplier Selection in A Washing Machine Company”, Expert Systems with Applications, Vol:38, No: 8; 9665-9664.
  • Kozlu, C. (2013). 21. Yüzyılda Uluslararası Pazarlama: İlkeler ve Uygulamalar. 13.Basım, İstanbul Türkiye İş Bankası Yayınları.
  • Kusumawardani, R. Pradina, and M. Agintiara (2015) “Application of Fuzzy AHP-TOPSIS Method for Decision Making in Human Resource Manager Selection Process." Procedia Computer Science Vol:72, 638-646.
  • Levy, J. B., E. Yoon (1995), “Modeling Küresel Market Entry Decision by Fuzzy Logic with an Application to Country Risk Assessment”, European Journal of Operational Research, Vol:82, No:1; 53-78.
  • Li, N. (2008), “Religion, Opportunism, and International Market EntryViaNon-EquityAlliances or Joint Ventures”, Journal of Business EthicsVol: 80, 771–789.
  • López-Duarte C., M. M. Vidal-Suárez(2013), “Cultural Distance and The Choice Between Wholly Owned Subsidiaries and Joint ventures” Journal of Business Research, Vol:66, 2252–2261.
  • Mahmoodzadeh, S., J. Shahrabi, M. Pariazar, M.S. Zaeri (2007), “Project Selectionby Using Fuzzy AHP and TOPSIS Technique”, World Academy of Science, Engineering and Technology, Vol:30; 333-338.
  • Malhotra, S., Sivakumar, K., & Zhu, P. (2009). “Distance Factors And Target Market Selection: The Moderating Effect Of Market Potential”,International Marketing Review,26(6), 651-673.
  • Mayrhofer, U. (2004), “The İnfluence Of National Origin And Uncertainty On The Choice Between Cooperation And Merger-Acquisition: An Analysis Of French And German Firms”.International Business Review, 13(1), 83-99.
  • Ojala, A., & Tyrväinen, P. (2008), “Market Entry Decisions of US Small And Medium-Sized Software Firms”,Management Decision,46(2), 187-200.
  • Öztürk, A., İ. Ertuğrul, N. Karakaşoğlu (2008), "Nakliye Firması Seçiminde Bulanık AHP ve Bulanık TOPSIS Yöntemlerinin Karşılaştırılması."Marmara Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Cilt:15, Sayı:2;785-824.
  • Öztürk, B. A., Z. Başkaya (2012) “Bulanık Analitik Hiyerarşi Süreci ile Bir Ekmek Fabrikasında Un Tedarikçisinin Seçimi”, Business &Economics Research Journal, Vol:3, NO:1; 131-159.
  • Paksoy, T., N. Y.Pehlivan,, C. Kahraman (2012), “Organizational Strategy Development in Distribution Channel Management Using Fuzzy AHP and Hierarchical Fuzzy TOPSIS”, Expert Systems with Applications, Vol: 39, No:3; 2822-2841.
  • Rothaermel, F. T., Kotha, S., &Steensma, H. K. (2006),“International Market Entry By US İnternet Firms: An Empirical Analysis Of Country Risk, National Culture, And Market Size”,Journal of Management,32(1), 56-82.
  • Saaty, T. L. (1990), “ How to Make a Decision:The Analytic Hierarchy Process”,European Journal of Operational Research, Vol: 48, No:1; 9-26.
  • Samiee, S (2013), “International Market-Entry Mode Decisions: Cultural Distance's Role In Classifying Partnerships Versus Sole Ownership” Journal of Business Research, Vol: 66, Issue 5;659-661
  • Söyler, H., L. Pirim (2014), "Using Fuzzy AHP And FuzzyTOPSIS Methods For The Analysis Of Development Agencies Project Evaluation Criteria" NWSA-Social Sciences Vol:9, No:.4; 105-117.
  • Şengül, Ü., M. Eren, S. E. Shiraz(2012), "Bulanık AHP İLE Belediyelerin Toplu Taşıma Araç Seçimi."Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt:40; 143-165.
  • Timurlenk, Ö., K. Kaptan (2012), “Country Risk”Procedia–Socialand Behavioral Sciences, Vol: 62; 1089 – 1094
  • Ülgen, H. Ve S.K.Mirze, (2013), İşletmelerde Stratejik Yönetim, 7. Baskı, İstanbul: Beta Yayınları.
  • Wang, T. ve T.Chang (2007) “Application of TOPSIS in Evaluating Initial Training Aircraft Under a Fuzzy Environment” Expert Systems with Applications Vol:33, No:4 ; 870-880.
  • Whitelock, J. (2002),“Theories of Internationalisation And Their Impact On Market Entry”.International Marketing Review,19(4), 342-347.
  • Yoon, K. P.,V.Hwang(1995), Multiple Attribute Decision Making: an Introduction: Sage.
  • Zare, K.,Javad Mehri-Tekmeh, and Sepideh Karimi(2015) ,"A SWOT Framework for Analyzing The Electricity Supply Chain Using an Integrated AHP Methodology Combined With Fuzzy-TOPSIS." International Strategic Management Review,Vol: 3, No:1 66-80.
  • Zeriti, A., M. J. Robson, S. Spyropoulou, C.N. Leonidou(2014), “Sustainable Export Marketing Strategy Fit And Performance”, Journal of International Marketing, Vol:22, No:4; 44-66. İnternet Kaynakları
  • https://www.cia.gov/library/publications/the-world-factbook, (Erişim tarihi: 15.05.2016)
  • http://www.doingbusiness.org/rankings, (Erişim tarihi: 15.05.2016)
  • http://küreseledge.msu.edu/countries, (Erişim tarihi: 15.05.2016)
  • http://www.trademap.org (Erişim tarihi: 15.05.2016)
  • http://www.transparency.org, (Erişim tarihi: 15.05.2016)
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA44JV56FH
Bölüm Araştırma Makalesi
Yazarlar

Hasan Söyler Bu kişi benim

Eyyup Yaraş Bu kişi benim

Yayımlanma Tarihi 1 Ekim 2016
Gönderilme Tarihi 1 Ekim 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 5 Sayı: 4

Kaynak Göster

APA Söyler, H., & Yaraş, E. (2016). KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ. MANAS Sosyal Araştırmalar Dergisi, 5(4), 77-96.
AMA Söyler H, Yaraş E. KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ. MJSS. Ekim 2016;5(4):77-96.
Chicago Söyler, Hasan, ve Eyyup Yaraş. “KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ”. MANAS Sosyal Araştırmalar Dergisi 5, sy. 4 (Ekim 2016): 77-96.
EndNote Söyler H, Yaraş E (01 Ekim 2016) KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ. MANAS Sosyal Araştırmalar Dergisi 5 4 77–96.
IEEE H. Söyler ve E. Yaraş, “KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ”, MJSS, c. 5, sy. 4, ss. 77–96, 2016.
ISNAD Söyler, Hasan - Yaraş, Eyyup. “KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ”. MANAS Sosyal Araştırmalar Dergisi 5/4 (Ekim 2016), 77-96.
JAMA Söyler H, Yaraş E. KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ. MJSS. 2016;5:77–96.
MLA Söyler, Hasan ve Eyyup Yaraş. “KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ”. MANAS Sosyal Araştırmalar Dergisi, c. 5, sy. 4, 2016, ss. 77-96.
Vancouver Söyler H, Yaraş E. KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ. MJSS. 2016;5(4):77-96.

MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)     


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