Multi-criteria decision-making leveraged by text analytics and interviews with strategists

نویسندگان

چکیده

Strategic decision-making in organisations is a complex process affected by preferences, experiences, perspectives, and knowledge, which, most cases, are ambiguous, contradictory, represented unstructured data. This paper develops methodological framework to address strategic processes from multi-criteria perspective, assisted text analytics interviews. The comprises five stages 12 steps, empirically tested decision scenario involving focus for future initiatives order stimulate value generation analytics. proposed enables the discovery, validation, prioritisation of patterns relevant interview Among six alternatives discovered validation scenario, customer was initiatives. article contributes understanding addressing mixed research organisations, through perspective leveraged text-driven computational approach.

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ژورنال

عنوان ژورنال: Journal of marketing analytics

سال: 2021

ISSN: ['2050-3318', '2050-3326']

DOI: https://doi.org/10.1057/s41270-021-00125-8