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Analitik Hiyerarşi Proses Yöntemiyle İşletmelerde Strateji Belirleme = Determination Strategy in Business with Analytic Hierarchy Process

Author(s): İhsan YÜKSEL | Adnan AKIN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 7;
Issue: 2;
Start page: 254;
Date: 2006;
Original page

Keywords: SWOT analysis | Analytic Hierarchy Process

The SWOT analysis is an analysis where external and internal environments of an enterprise are analyzed to find out strategic factors that affect the enterprises' outcomes. These factors are also used to determine the strategies that would be followed. However, the SWOT analysis bears some insufficiencies with regard to measure and evaluation. It has been put forward in the relevant literature that these insufficiencies could be put aside by analytical approaches. But, only SWOT groups and strategic factors have analytically been dealt with in the previous literature. Deciding on alternative strategies that are based on SWOT factors has not been subject to any study. It is hoped that this study will fill a gap in the relevant literature. In order to fill the gap, the SWOT matrix is converted into a hierarchic structure and the model is analyzed with the Analytic Hierarchy Process.
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