Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry

Detalhes bibliográficos
Autor(a) principal: Longaray, André Andrade
Data de Publicação: 2015
Outros Autores: Ensslin, Leonardo
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional da FURG (RI FURG)
Texto Completo: http://repositorio.furg.br/handle/1/5549
Resumo: This paper detail the use of the Multi-Criteria Decision Aiding methodology model as an instrument of intervention in a case study conducted in a Brazilian industrial company. A customised evaluation model was built interactively by interviewing decision makers to identify, organise, measure, and integrate those factors considered necessary and sufficient for the management of trade marketing. The constructed model enables executives to incorporate unique aspects of the company and the environment, expanding the possibilities for performance evaluation of trade marketing in the organisation.
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spelling Longaray, André AndradeEnsslin, Leonardo2015-11-01T18:39:14Z2015-11-01T18:39:14Z2015LONGARAY, André Andrade; ENSSLIN, Leonardo. Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry. Management and Organizational Studies, v. 2, n. 2, p. 15-31, 2015. Disponível em: <http://www.sciedupress.com/journal/index.php/mos/article/view/6365/4037>. Acesso em: 23 set. 2015.2330-54952330-5509http://repositorio.furg.br/handle/1/554910.5430/mos.v2n2p15This paper detail the use of the Multi-Criteria Decision Aiding methodology model as an instrument of intervention in a case study conducted in a Brazilian industrial company. A customised evaluation model was built interactively by interviewing decision makers to identify, organise, measure, and integrate those factors considered necessary and sufficient for the management of trade marketing. The constructed model enables executives to incorporate unique aspects of the company and the environment, expanding the possibilities for performance evaluation of trade marketing in the organisation.engMCDADecision aidTrade marketingUse of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industryinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da FURG (RI FURG)instname:Universidade Federal do Rio Grande (FURG)instacron:FURGORIGINALUse of multi-criteria decision aid to evaluate the performance of trade marketing activities of a brazilian industry.pdfUse of multi-criteria decision aid to evaluate the performance of trade marketing activities of a brazilian industry.pdfapplication/pdf1232732https://repositorio.furg.br/bitstream/1/5549/1/Use%20of%20multi-criteria%20decision%20aid%20to%20evaluate%20the%20performance%20of%20trade%20marketing%20activities%20of%20a%20brazilian%20industry.pdfdb0af1e26b1c0631aa65c5f18c8ddf27MD51open accessLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.furg.br/bitstream/1/5549/2/license.txt8a4605be74aa9ea9d79846c1fba20a33MD52open access1/55492015-11-01 16:39:14.795open accessoai:repositorio.furg.br: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Repositório InstitucionalPUBhttps://repositorio.furg.br/oai/request || http://200.19.254.174/oai/requestopendoar:2015-11-01T18:39:14Repositório Institucional da FURG (RI FURG) - Universidade Federal do Rio Grande (FURG)false
dc.title.pt_BR.fl_str_mv Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
title Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
spellingShingle Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
Longaray, André Andrade
MCDA
Decision aid
Trade marketing
title_short Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
title_full Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
title_fullStr Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
title_full_unstemmed Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
title_sort Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
author Longaray, André Andrade
author_facet Longaray, André Andrade
Ensslin, Leonardo
author_role author
author2 Ensslin, Leonardo
author2_role author
dc.contributor.author.fl_str_mv Longaray, André Andrade
Ensslin, Leonardo
dc.subject.por.fl_str_mv MCDA
Decision aid
Trade marketing
topic MCDA
Decision aid
Trade marketing
description This paper detail the use of the Multi-Criteria Decision Aiding methodology model as an instrument of intervention in a case study conducted in a Brazilian industrial company. A customised evaluation model was built interactively by interviewing decision makers to identify, organise, measure, and integrate those factors considered necessary and sufficient for the management of trade marketing. The constructed model enables executives to incorporate unique aspects of the company and the environment, expanding the possibilities for performance evaluation of trade marketing in the organisation.
publishDate 2015
dc.date.accessioned.fl_str_mv 2015-11-01T18:39:14Z
dc.date.available.fl_str_mv 2015-11-01T18:39:14Z
dc.date.issued.fl_str_mv 2015
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.citation.fl_str_mv LONGARAY, André Andrade; ENSSLIN, Leonardo. Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry. Management and Organizational Studies, v. 2, n. 2, p. 15-31, 2015. Disponível em: <http://www.sciedupress.com/journal/index.php/mos/article/view/6365/4037>. Acesso em: 23 set. 2015.
dc.identifier.uri.fl_str_mv http://repositorio.furg.br/handle/1/5549
dc.identifier.issn.none.fl_str_mv 2330-5495
2330-5509
dc.identifier.doi.pt_BR.fl_str_mv 10.5430/mos.v2n2p15
identifier_str_mv LONGARAY, André Andrade; ENSSLIN, Leonardo. Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry. Management and Organizational Studies, v. 2, n. 2, p. 15-31, 2015. Disponível em: <http://www.sciedupress.com/journal/index.php/mos/article/view/6365/4037>. Acesso em: 23 set. 2015.
2330-5495
2330-5509
10.5430/mos.v2n2p15
url http://repositorio.furg.br/handle/1/5549
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional da FURG (RI FURG)
instname:Universidade Federal do Rio Grande (FURG)
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