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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.9 No.2 pp.17-26

GAP: A Study on Strategic Derivation Approach Using Perceptual Difference

Hoe-Chang Yang**, Moo-Yul Huh***, Woo-Ryeong Yang****
**First Author, Assistant Professor, Dept. of Distribution Management, Jangan University, Hwaseong, Korea. Tel: +82-31-299-3133, E-mail:
*** Co-Author, Professor, Division of International Studies, Kongju National University, Korea. Tel: +82-41-850-0811, E-mail:
**** Corresponding Author, Senior, Dept. of e-Business, Korea Polytechnic University, Siheung, Korea. E-mail:
December 15, 2017 February 7, 2018 February 15, 2018


Purpose – The purpose of this study is to provide a formalized process of decision making for companies or organizations that need to make various decisions in the age of uncertainty. Therefore, this study aimed to proposes a strategic decision-making approach citing the relatively easily accessible using IPA(important-performance analysis) and SWOT/AHP analysis.
Research design, data, and methodology - To be specific, the first step is to derive necessary attributes and conduct IPA. The second step is to subdivide the IPA results into internal strength and weakness factors and the external opportunity and threat factors, hierarchize those factors, and weight them accordingly. The third step is to build a causality model to propose a method of supporting a rational decision making.
Results - The foregoing approach seems to facilitate the diversification of decision-making strategies by helping businesses or organizations to measure and analyze the attributes needed for certain decisions. Additionally, the perceived importance and satisfaction (or achievement) usage of those derived attributes can be used as the reference data for SWOT/AHP analysis.
Conclusions – The proposed stepwise approach is applicable to businesses or organizations in need of making stepwise decisions in line with their retained competencies in comparison to conventional or intuitive decision-making practices.

JEL Classifications: D23, D30, D70, L10, M10.


    International Conference on Business and Economics




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