Incorporating MCDS and voting into SWOT analysis : basic idea and experiences

The idea in using Multiple Criteria Decision Support (MCDS) and voting methods within a SWOT framework is to evaluate systematically the SWOT factors, and to assess them with respect to their priorities. The MCDS method applied initially, and most often, with SWOT has been the Analytic Hierarchy Process (AHP), and the hybrid AHP-SWOT approach has been called the A’WOT. Any MCDS method can, however, be applied; the choice of the method depending on the strategy process in question. In this article, experiences of using the A’WOT method with AHP, SMART and SMAA-O techniques is summarized. In addition, an illustrative example of making use of social choice theory within SWOT framework is presented. The hybrid MCDS-SWOT approach has gained growing popularity, and it has been applied in different fields world-widely. It may provide not only a solid decision support but also an effective framework for learning in strategic decision support, as well as for communication in strategy processes with multiple stakeholders. The Voting-SWOT approach (VotSWOT) fits especially well with participatory strategy processes, as it reflects decision makers’ and stakeholders’ natural ways of communication.