Publication:
Marketing Strategies Evaluation and Selection for Supply Chain Management Under Uncertainty
Marketing Strategies Evaluation and Selection for Supply Chain Management Under Uncertainty
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Date
2022
Authors
Ngo Quang Trung
Nguyen Van Thanh
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Research Projects
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Abstract
Sustainable marketing, often known as green marketing, has grown
in popularity over the last two decades. Government is currently putting
pressure to encourage firms to become environmentally aware in multiple
aspects like human and financial utilization, advertisement, and product
movement. Different types of companies are including many environmental
campaigns into their own products to take advantage of the problem.
Although many scholars have addressed the relevance of green marketing
as well as theory development, this study is unique in that it examines both
techniques in a fuzzy context. The integrated Fuzzy Multicriteria Decision
Making Model (MCDM) of the analytical hierarchy process (AHP) and a
Portuguese-acronymous MCDM method (TODIM) are used to select the
best marketing strategy from five alternatives: (i) Green Design, (ii) Green
Positioning, (iii) Green Pricing, (v)Green Packaging, and (iv)Green Disposal.
based on criteria such as the scale of the green market, price parity, and the
commitment of top management.AfuzzyMCDMmodel for evaluating green
marketing strategies was established in the study as contributions for decisionmakers
in this field under unclarified circumstances.This research also a useful
guideline for ranking alternatives in others industry.
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Keywords
Green marketing,
MCDM model,
sustainable,
marketing strategy