FQSPM-SWOT for strategic alliance planning and partner selection; case study in a holding car manufacturer company

Abstract

In today's competitive environment, holding companies are usually unable to successfully compete in production of goods and services due to technological sophistication. Therefore, for success of holding companies, selecting appropriate strategic alliance partner is a critical factor. Accordingly, the aim of the paper is to propose a systematic approach for an effective partner selection. Firstly, the underlying motivation and reasons for a strategic alliance building are presented using a SWOT analysis. Criteria of partners’ evaluation are attained on the basis of combining strengths, weaknesses, opportunities and threats. Due to uncertainty of criteria, they are weighted using fuzzy quantitative strategic planning matrix (FQSPM). Because of a large number of criteria obtained from the SWOT-FQSPM analysis, criteria are diminished based on their weights using the Gap analysis with fuzzy data ranking. In the next step, it is proposed to apply four ranking algorithms including the Fuzzy Additive Ratio Assessment (ARAS-F), the Fuzzy Complex Proportional Assessment (COPRAS-F), the Fuzzy Multi-Objective Optimization by Ratio Analysis (Fuzzy MOORA), and the Fuzzy Technique for Order Preference by Similarity to Ideal solution (Fuzzy TOPSIS) to evaluate strategic partners. Finally, the results are combined with the help of the Borda method to choose the best alternative. To illustrate the efficiency of the proposed approach, a real partner selection problem at a holding industries factory in Iran is presented.

Keywords:

• partner selection
• strategic alliance
• SWOT
• FQSPM
• MCDM
• ARAS-F
• COPRAS-F
• Fuzzy MOORA
• Fuzzy TOPSIS

JEL Classification:

• C44
• C81
• C82
• D81

Additional information

Notes on contributors

Peyman Akhavan

Peyman AKHAVAN is an Associate Professor at the Department of Management, Malek Ashtar University of Technology, Tehran, Iran. He has received MSc and PhD degrees from the Department of Industrial Engineering of Iran University of Science and Technology (IUST), Tehran, Iran. His research interests are in business process reengineering, knowledge management, information technology, and strategic planning. He has published a book and has more than 40 research papers at different conferences and in journals.

Sasan Barak

Sasan BARAK is member of Iran National Elites Foundation and has received his MSc degree in Industrial Engineering from the Yazd University, Yazd, Iran. His research interests are in data mining, machine learning, mathematical finance, fuzzy MCDM, health care and flexible manufacturing systems. His publications include some research papers at journals such as the European Journal of Operational Research and International Journal of Production Research.

Hamidreza Maghsoudlou

Hamidreza MAGHSOUDLOU is a PhD student at the Faculty of Industrial and Mechanical Engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran. His research interests are in scheduling, Applied Operation Research, Optimization, and fuzzy MCDM. He is currently pursuing her PhD thesis concerning the scheduling of FMSs.

Jurgita Antuchevičienė

Jurgita ANTUCHEVIČIENĖ is Doctor, Professor at the Department of Construction Technology and Management, Vilnius Gediminas Technical University, Vilnius, Lithuania. She is a member of EURO Working Groups Multicriteria Decision Aiding and OR in Sustainable Development and Civil Engineering, Editorial Board member of three international research journals. Her research interests include sustainable development, construction business management and investment, multiple criteria analysis, decision-making theories and decision support systems.