Consolidating SWOT analysis with nonhomogeneous uncertain preference information

Abstract

SWOT analysis is an important support tool for decision-making, and is commonly used to systematically analyze organizations’ internal and external environments. However, one of its deficiencies is in the measurement and evaluation of prioritization of the factors and strategies. This paper is aimed to present a novel quantified SWOT analytical method based multiple criteria group decision-making (MCGDM) concept, in which the priorities of SWOT factors and groups are derived by multiple decision makers (DMs) with nonhomogeneous uncertain preference information (NUPI), such as interval multiplicative preference relations, interval fuzzy preference relations, and uncertain linguistic preference relations. In this method, the SWOT analysis provides a basic frame within which to perform analyses of decision situations, in turn, MCGDM methods assist in carrying out SWOT more analytically and in elaborating the results of the analyses so that SWOT factors and groups can be prioritized with respect to the entire SWOT. The uniform and aggregation of the NUPI and the derivation of priorities for SWOT groups and factors are investigated in detail. Finally, an example is to validate the procedure of the proposed method.