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International Conference on Innovative Techniques and Applications of Artificial Intelligence

SGAI 2018: Artificial Intelligence XXXV pp 440–445Cite as

Identifying Variables to Define Innovator Group in the Healthy Food Industry: A Fuzzy Approach

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Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 11311))

Abstract

Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method’s applicability and we conclude by discussing implications for marketing research and healthy food industry.

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Author information

Authors and Affiliations

  1. ESADE Business School, Barcelona, Spain

    Pooja Mohanty, Nuria Agell Jane & Monica Casabayo Bonas

Authors
  1. Pooja Mohanty
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  2. Nuria Agell Jane
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  3. Monica Casabayo Bonas
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Corresponding author

Correspondence to Pooja Mohanty .

Editor information

Editors and Affiliations

  1. University of Portsmouth, Portsmouth, UK

    Max Bramer

  2. Middlesex University, London, UK

    Miltos Petridis

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Mohanty, P., Jane, N.A., Bonas, M.C. (2018). Identifying Variables to Define Innovator Group in the Healthy Food Industry: A Fuzzy Approach. In: Bramer, M., Petridis, M. (eds) Artificial Intelligence XXXV. SGAI 2018. Lecture Notes in Computer Science(), vol 11311. Springer, Cham. https://doi.org/10.1007/978-3-030-04191-5_36

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  • DOI: https://doi.org/10.1007/978-3-030-04191-5_36

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-04190-8

  • Online ISBN: 978-3-030-04191-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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