Decision makers often grapple with the complexity of multi-faceted real-life problems, where uncertainty arises from both positive and negative states of mind. This duality reflects the decision maker’s optimistic and pessimistic perspectives during the decision-making process. To address this, our paper introduces innovative concepts and frameworks for generalized bipolar trapezoidal fuzzy numbers.We propose novel arithmetic operations on these fuzzy numbers, computing the negative α-cut and positive β-cut methods. Furthermore, we uniquely compute the convex combination of expected values from both the positive and negative membership parts.These theoretical advancements are applied to a practical case study: a multi-item marketing planning inventory model with allowable shortages. Our proposed method’s efficacy is highlighted through detailed numerical illustrations, sensitivity analyses and comparative studies complemented by compelling graphical presentations
Read full abstract