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COĞRAFİ PAZAR SEÇİMİNDE PROMETHEE VE ENTROPİ YÖNTEMLERİNE DAYALI ÇOK KRİTERLİ BİR ANALİZ: MOBİLYA SEKTÖRÜNDE BİR UYGULAMA

A MULTIPLE CRITERIA ANALYSIS BASED ON PROMETHEE AND ENTROPY METHODS FOR GEOGRAPHIC MARKET SELECTION: AN APPLICATION IN FURNITURE INDUSTRY

Journal Name:

  • Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2016

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Abstract (2. Language): 
Market selection is an initial step in achieving market success which is one of the fundamental goals of a company. This decision is a process in which conflicting criteria such as the size of market, conditions of competition, prospects of growth and other company specific matters are taken into consideration for the evaluation of alternative markets. Because of this structure, market selection process is defined as a multi-criteria decision making (MCDM) problem and MCDM methods are employed as decision making aids. In this study, PROMETHEE method, developed for ranking alternatives, is preferred due to its ease of use and inherent tools enabling the decision maker to understand the results better. It is one of the MCDM methods that has limited application in market selection process. In order to identify criteria for the evaluation of alternatives, Delphi method was used. For the criteria weight calculations Entropy weights and fuzzy weight calculation were employed as two different scenarios and administered in PROMETHEE method. The ranking results show that the two scenarios applied for the market selection of Hatay furniture industry in Turkey are very close to each other. These ranking results did not make any difference in terms of the study’s purpose; thus, Entropy weight method is deemed suitable due to its ease in usability and shorter application time.
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Abstract (Original Language): 
Pazar seçimi işletmelerin temel amaçlarından biri olan ticari başarıyı yakalamada belirleyici bir aşamadır. Bu karar pazarın büyüklüğü, rekabet koşulları, büyüme fırsatları gibi genel kriterlere ek olarak işletme özelinde dikkate alınan birbiriyle çelişen kriterlerin alternatif pazarların değerlendirilmesinde dikkate alındığı bir süreçtir. Bu yapısıyla pazar seçimi çok kriterli karar verme problemi olarak tanımlanmakta ve çok kriterli karar verme yöntemleri karar vermede yardımcı olarak kullanılmaktadır. Bu çalışmada, pazar seçimi konusunda uygulamanın az olduğu çok kriterli karar verme yöntemlerinden tercih sıralamaları için geliştirilmiş PROMETHEE yöntemi, kullanım kolaylığı ve sonuçların karar verici tarafından daha iyi anlaşılmasına imkan sağlayan araçlar içermesi nedeniyle tercih edilmiştir. Alternatiflerin değerlendirilmesinde kullanılan kriterlerin belirlenmesinde Delphi metodu kullanılmıştır. Kriter ağırlıklarının hesaplanması için Entropi ağırlık ve uzman görüşlerinin dikkate alındığı bulanık ağırlık hesaplamaları kullanılmış ve iki farklı senaryo şeklinde PROMETHEE yönteminde kullanılmıştır. Hatay’daki mobilya sektörünün Türkiye genelinde pazar seçimi problemine uygulanan iki senaryoda elde edilen sıralamalar birbirine yakın sonuçlar ortaya koymuştur. Çalışmanın amacı açısından bu sonuçlar fark yaratmamış, bu nedenle ağırlıkların belirlenmesinde uygulama kolaylığı ve az zaman alması bakımından Entropi ağırlık yönteminin tercih edilmesinin uygun olduğu tespit edilmiştir.
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PDF icon arastirmax-cografi-pazar-seciminde-promethee-entropi-yontemlerine-dayali-cok-kriterli-bir-analiz-mobilya-sektorunde-bir-uygulama.pdf
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  • Turkish

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