An integrated FAHP–ZODP approach for strategic marketing information system project selection

Abstract

This study presents a new integrated approach based on the fuzzy analytic hierarchy process (FAHP) and zero–one desirability programming (ZODP) for selecting strategic marketing information system projects. The FAHP is employed to prioritize the criteria, and the ZODP is used to select a set of appropriate projects. The proposed integrated FAHP–ZODP approach maximizes the overall desirability value under various objectives, limited resources, and preferences. The findings of this study support decision makers in project selection when conflicting attributes are involved, ensure effective decision making with an understanding of the marketing environment, and assist project management under certain and uncertain environments.