A linguistic multi-criteria decision support system for customer oriented strategic decisions

The decision-making process is considered to be one of the critical processes for companies that are facing intense competition. The management of competitive pressures within the new market structure is possible only if the firm's decision-making processes focus on a flexible organizational structure and productivity. In order to manage competitive pressure of new market structure, organizational structure of firm should be flexible and remain productive when taking decisions. Those attributes are the critical success factor for sustainable growth of firm. Therefore, integrated decision support systems have been developed to eliminate the uncertainties about the rapidly changing conditions and the future. Decision support systems have become widely used in business processes with the spread of multi criteria decision models. In this study, a hybrid decision support system based on linguistic variables and TODIM method has been developed which has the characteristics of normative and descriptive decision theories that are suitable for resolving the firm specific decision problem over a real case study. The model presented a solution that combines the future uncertainties and risk factors of the firm for the case study in the decision problem. The innovative product package size and sales forms developed for the most striking findings model in the study were found to have higher production priority values ​​than the existing sales form.