Abstract
This study mainly evaluates the performances of Tablet PCs such as the Apple iPad based on a benefits, opportunity, costs, and risks (BOCR) conceptual framework with qualitative and quantitative criteria. We apply four methods, namely, the multiple-criteria decision-making (MCDM) tools (grey relational analysis (GRA), the technique for order performance by similarity to ideal solution (TOPSIS), the VlseKriterijumska Optimizacija I Kompromisno (VIKOR) method, and fuzzy approach) to evaluate and select the tablet PCs’ rankings and then construct a tablet PCs evaluation performance model under an analytic hierarchy process (AHP). The empirical results reveal that a firm's revenue growth, capacity for profitability, product design and product function are highly important evaluation indexes. This indicates that Tablet PC companies should channel more efforts into their product innovation for creating revenue growth and maintaining customer loyalty. Finally, fuzzy AHP also leads to the same findings.
Highlights
The CEO of Apple, Steve Jobs, first launched the tablet PC “iPad” on January 27, 2010, and generated sales of about 14 million of the tablets in the same year
This study provides the following four multiple-criteria decision-making (MCDM) methods, namely, analytic hierarchy process (AHP)-grey relational analysis (AHP-Grey relational analysis (GRA)), the AHP-technique for order performance by similarity to ideal solution (AHP-TOPSIS), AHP-VlseKriterijumska Optimizacija I Kompromisno (AHP-VIKOR) and Fuzzy AHP for constructing the Tablet PC’s performance evaluation model
Based on this research framework, we first use AHP to calculate the weights of the indicators and utilize AHP-GRA, AHP-TOPSIS, and AHP-VIKOR to evaluate the tablet PC ranking based on the weight of each indicator
Summary
The CEO of Apple, Steve Jobs, first launched the tablet PC “iPad” on January 27, 2010, and generated sales of about 14 million of the tablets in the same year He introduced an innovative product, and opened up a new market of pan PC/NB-related products. This study provides the following four MCDM methods, namely, AHP-grey relational analysis (AHP-GRA), the AHP-technique for order performance by similarity to ideal solution (AHP-TOPSIS), AHP-VlseKriterijumska Optimizacija I Kompromisno (AHP-VIKOR) and Fuzzy AHP for constructing the Tablet PC’s performance evaluation model. We utilize fuzzy AHP to evaluate the ranking of tablet PCs. The empirical results reveal that the Apple iPad has the highest value and that the Samsung Galaxy Tab follows among the seven main tablet PCs in all four MCDM models. The conclusions and managerial implications are given in the last section
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