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Advances in Intelligent Decision Technologies pp 653–663Cite as

A Hybrid MADM Based Competence Set Expansion for Marketing Imagination Capabilities

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Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 4))

Abstract

Creativity and marketing imagination capabilities are the most important factors for achieving marketing success and thus, firms’ profitability. However, a lot of marketing programs of new products are in lack of creativity. Further, albeit scholars found decision support systems to be useful for enhancing creativity, few past researches tried to uncover this issue in detail. To resolve the above mentioned problems and propose a decision making framework to derive the factors which affect the creativity of marketing programs, relationships between the factors and finally, define appropriate strategies to maximize the performance of marketing imagination, a hybrid multiple attribute decision making (MADM) method based decision support system by introducing the (creativity) competence set expansion concept will be proposed. A case study for expanding the creativity and thus, marketing imagination capabilities of a system vendor of telematic products was provided to demonstrate the feasibility of this MADM framework.

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Author information

Authors and Affiliations

  1. Department of Industrial Education, National Taiwan Normal University, No. 162, Hoping East Road I, Taipei, 106, Taiwan

    Chi-Yo Huang

  2. Department of Business and Entrepreneurial Administration, Kainan University, No. 1, Kainan Road, Luchu, Taoyuan County, 338, Taiwan

    Gwo-Hshiung Tzeng

  3. Institute of Management of Technology, National Chiao Tung University, Ta-Hsuch Road, Hsinchu, 300, Taiwan

    Gwo-Hshiung Tzeng

  4. Center of General Education, National Taipei College of Nursing, No.365, Ming-Te Road, Peitou, Taipei, Taiwan

    Shu Hor

Authors
  1. Chi-Yo Huang
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  2. Gwo-Hshiung Tzeng
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  3. Shu Hor
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Editor information

Editors and Affiliations

  1. Sellinger School of Business and Management, Loyola University Maryland , 4501 N.Charles Street, 21210, Baltimore, MD, USA

    Gloria Phillips-Wren

  2. School of Electrical and Information Engineering, University of South Australia Adelaide , Mawson Lakes Campus, 5095, South Australia, SA, Australia

    Lakhmi C. Jain

  3. School of Human Science and Environment, University of Hyogo , 1-1-12 Shinzaike-honcho, 670-0092, Himeji, Hyogo, Japan

    Kazumi Nakamatsu

  4. KES International , Shoreham-by-Sea, P.O. Box 2115, BN43 9AF, UK

    Robert J. Howlett

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Huang, CY., Tzeng, GH., Hor, S. (2010). A Hybrid MADM Based Competence Set Expansion for Marketing Imagination Capabilities. In: Phillips-Wren, G., Jain, L.C., Nakamatsu, K., Howlett, R.J. (eds) Advances in Intelligent Decision Technologies. Smart Innovation, Systems and Technologies, vol 4. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-14616-9_64

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  • DOI: https://doi.org/10.1007/978-3-642-14616-9_64

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-14615-2

  • Online ISBN: 978-3-642-14616-9

  • eBook Packages: EngineeringEngineering (R0)

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