Drawing a Strategy Canvas Using the Fuzzy Best–Worst Method

  • Ehsan Khanmohammadi
  • Mostafa ZandiehEmail author
  • Talieh Tayebi
Original Research


Blue ocean strategy is a new approach to strategy-making and innovation with the aim of sustained performance and growth of the company. In this approach, an analytical and decision-making tool known as Strategy Canvas is introduced in order to create blue oceans and to innovate value. Strategy Canvas provides a basic framework for taking into account all competitive and key factors in the current industry. In this study, the proposed fuzzy best–worst method is employed as a multi-criteria decision-making method to map Strategy Canvas of a manufacturing company in Iran. The proposed method is concerned with the proposition of a new approach to eliciting the weight vector from the fuzzy pairwise comparison matrices. For this purpose, a nonlinear optimization model was proposed. After solving the model, crisp weights were extracted from the fuzzy pairwise comparison matrices. The proposed method was an execution of the best–worst method in a fuzzy environment. This method is able to carry out fewer and more consistent comparisons. This method is also capable of substituting the fuzzy AHP method.


Fuzzy best–worst method Multi-criteria decision analysis Strategy Canvas 


Compliance with Ethical Standards

Conflict of interest

The authors declared that they have no conflicts of interest.


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Copyright information

© Global Institute of Flexible Systems Management 2018

Authors and Affiliations

  1. 1.Department of Industrial Management, Faculty of ManagementUniversity of TehranTehranIran
  2. 2.Department of Industrial Management, Management and Accounting Faculty, G.C.Shahid Beheshti UniversityTehranIran

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