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

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

Anahtar Kelimeler

• International Marketing, Risk Assessment, Fuzzy AHP, Fuzzy TOPSIS

KÜRESEL PAZARA GİRİŞ KARARININ BULANIK AHP VE BULANIK TOPSIS YAKLAŞIMIYLA ANALİZİ

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

Anahtar Kelimeler

• Uluslararası Pazarlama, Risk Değerlemesi, Bulanık AHP, Bulanık TOPSIS

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