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Article type: Research Article
Authors: Kurt, Mahmut Mahira; * | Yazıcıoğlu, Osmanb
Affiliations: [a] İstanbul Ticaret Üniversitesi, Institute of Science and Technology, Istanbul, Turkey | [b] İstanbul Ticaret Üniversitesi, Faculty of Engineering, Industrial Engineering, Istanbul, Turkey
Correspondence: [*] Corresponding author. Mahmut Mahir Kurt, İstanbul Ticaret Üniversitesi, Institute of Science and Technology, Istanbul, Turkey. E-mail: [email protected].
Abstract: Retail e-commerce has been growing over the years by attracting entrepreneurs’ attention. Increasing interest in retail e-commerce has affected competition and made it necessary to choose the right competition strategy. This study aims at selecting the right competition strategy to be successful in retail e-commerce under vague and imprecise conditions. AHP and TOPSIS methods are used under intuitionistic fuzzy environment, which allows decision-makers to reflect their hesitation in their judgements. After a literature review on retail, e-commerce, and competition strategy, the main criteria and sub-criteria of multicriteria retail e-commerce alternative selection are presented. Cost leadership, differentiation, and focusing strategies are evaluated as competitive strategies, based on the opinions of experts collected through a questionnaire. The results of the study show that the strategies are ranked as differentiation, focus, and cost leadership strategies, respectively.
Keywords: Decision making, intuitionistic fuzzy, competitive strategy, retail, e-commerce
DOI: 10.3233/JIFS-202010
Journal: Journal of Intelligent & Fuzzy Systems, vol. 41, no. 2, pp. 2617-2637, 2021
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