Evaluation of the Effectiveness of Marketing Strategies of Small and Medium-Sized Enterprises (SMEs) under Uncertainty Using a Fuzzy Approach
Keywords:
Marketing strategies , Uncertainty conditions, Small and medium-sized enterprises (SMEs), Fuzzy approachAbstract
In today’s unstable and high-risk environments, small and medium-sized service enterprises (SMEs) increasingly face challenges in formulating and implementing marketing strategies. The present study aims to evaluate the effectiveness of marketing strategies under conditions of uncertainty by employing a fuzzy multi-criteria decision-making approach, designing a precise, data-driven model to enhance decision-making in such organizations. In terms of purpose, this study is applied in nature, and from a methodological perspective, it is descriptive–analytical, utilizing a pairwise comparison questionnaire to collect field data. The data were gathered through the participation of 13 experts, including senior managers and marketing and strategy specialists from service-oriented SMEs. For deriving the results, mathematical modeling based on fuzzy logic and multi-criteria decision-making (MCDM) methods was employed to assign more accurate weights to the criteria under uncertainty. The findings indicate that the proposed model demonstrates high capability in ranking marketing strategies and prioritizing key success factors, serving as a practical tool for managers in designing adaptive and flexible marketing programs. By integrating analytical and field approaches, this research offers a reliable framework for strategic decision-making in the dynamic service market environment.
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