IMPROVING SWOT ANALYSIS BY USING THE ANALYTICAL HIERARHY PROCESS (CROSBI ID 593992)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Barković, Dražen ; Stanišić, Jelena ; Stanišić, Nenad
engleski
IMPROVING SWOT ANALYSIS BY USING THE ANALYTICAL HIERARHY PROCESS
The SWOT analysis is a widely applied tool in strategic decision support. The SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats encompassing the internal and external factors that are the most important for the enterprise's future. By applying the SWOT analysis in a strategic planning process, the aim usually is to develop and adopt a strategy resulting in a goog fit between these internal and external factors. However, SWOT include no means of analytically determing the importance of factors or of assessing the fit between SWOT factors and decision alternatives. In A'WOT, the Analytic Hierarchy Process (AHP) and its eigenvalue calculation framework are integrated with SWOT analysis. The aim in applying the hybrid method is to improve the quantitative information basis of strategic planning processes. AHP's connection to SWOT yields analytically-determined priorities for the factors included in SWOT analysis and makes them commensurable. In addition, decision alternatives can be evaluated with respect to each SWOT factor by applying the AHP. So, SWOT provides the basis frame within which to perform an analysis of the decision situation, and the AHP assists in carrying out SWOT more analytically and in elaborating the analysis so that alternative strategic decision can be prioritized.
SWOT; AHP; A'WOT; strategic planning; strategic management
Indexed in: EBSCOhost, RePEc, EconPapers, Socionet
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Podaci o prilogu
1071-1082.
2012.
objavljeno
Podaci o matičnoj publikaciji
Interdisciplinary Management Research VIII
Bacher, Urban ; Barković, Dražen ; Dernoscheg, Karl-Heinz ; Lamza-Maronić, Maja ; Matić, Branko ; Pap, Morbert ; Runzheimer, Bodo
Osijek : Pforzheim: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku
978-953-253-105-3
Podaci o skupu
Interdisciplinary Management Research
predavanje
11.05.2012-13.05.2012
Opatija, Hrvatska