An analytic hierarchy process based approach to the design and evaluation of a marketing driven business and corporate strategy

Abstract Changes in the business environment suggest that to assure survival and growth in the 1990s and beyond, corporations must pay increased attention to creativity in generating strategic directions, rigor in the evaluation of strategic options on multiple and interdependent objectives, and vision and focus to assure effective utilization of resources. Here we present the conceptual structure of such an approach and review a number of recent applications.