Discusses a new application of the AHP to a problem where the alternatives are not independent. It is used as an integral part of a method to evaluate the likelihood of successful outcomes from current or proposed product development processes. The AHP is used to determine correlation factors to...

Marketers often presume that the statement “the customer always comes first” is an axiom. Other specialists usually do the same with their own stakeholder priorities. Other than for internal political and prestige purposes, this is helpful neither to marketing nor to stakeholder strategic...

A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variations of AHP for both...

Vendor rating is a process having strategic implications for managing a supply chain. Vendor rating can be done using analytic hierarchy process either by a single decision maker or by a group of decision makers. This approach may suffer from some drawbacks including bias in estimation process....

This paper discusses the use of the analytic hierarchy process (AHP) in assigning weights to a group of elements. The weighting of elements has two major functions. First, it is employed to prioritize (rank) elements so that the key elements can be determined. This may for example help to...

This study demonstrates a quantitative approach to construction risk management through analytic hierarchy process and decision tree analysis. All the risk factors are identified, their effects are quantified by determining probability and severity, and various alternative responses are...