Use of multi-criteria decision aid to evaluate the performance of trade marketing activities of a Brazilian industry
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Data de Publicação: | 2015 |
Outros Autores: | |
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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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) instacron:FURG |
instname_str |
Universidade Federal do Rio Grande (FURG) |
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FURG |
institution |
FURG |
reponame_str |
Repositório Institucional da FURG (RI FURG) |
collection |
Repositório Institucional da FURG (RI FURG) |
bitstream.url.fl_str_mv |
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