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dc.contributor.authorChipoco Quevedo, Mario*
dc.date.accessioned2016-04-08T23:44:23Zes_PE
dc.date.available2016-04-08T23:44:23Zes_PE
dc.date.issued2015-12es_PE
dc.identifier.citationChipoco, M. (2015). AHP-ENHANCED SWOT MATRIX TEACHING STRATEGY. Revista Digital de Investigación en Docencia Universitaria [Digital Journal of University Teaching Research], 0(2), 127-138. doi:http://dx.doi.org/10.19083/ridu.9.445es_PE
dc.identifier.issn2223-2516es_PE
dc.identifier.doi10.19083/ridu.9.445es_PE
dc.identifier.urihttp://hdl.handle.net/10757/604959es_PE
dc.descriptionLa matriz FODA es la herramienta de análisis por excelencia para fines de negocios, y se enseña en cursos de pregrado y postgrado. Sin embargo, se entiende que la elección de los factores críticos de éxito (FCEs) que se incluyen en la matriz para el análisis es un proceso muy subjetivo y no estructurado, que da cabida a sesgos y arbitrariedad. Una forma de dar una mejor base y respaldo a los resultados del análisis es mediante la utilización del Proceso Jerárquico Analítico (AHP) con el fin de ponderar la importancia de los FCEs en la matriz FODA y aumentar la fiabilidad de los resultados. Este documento contiene el diseño de una estrategia para enseñar este tema en un curso de planificación de marketing, con la adición de una técnica útil para superar las limitaciones de la herramienta.es_PE
dc.description.abstractThe SWOT matrix is the quintessential analysis tool for business purposes, and is taught both in undergraduate and postgraduate courses. However, it is widely understood that the selection of the critical success factors (CSFs) that are included for analysis in the matrix is a very subjective and unstructured process, leaving room for bias and arbitrariness. One way to give a better foundation and support to the analysis results is by utilizing Analytic Hierarchical Process (AHP) in order to weigh the importance of CSFs in the SWOT matrix and increase reliability of the output. This paper contains the design of a strategy to teach this topic in a marketing planning course, with the addition of a useful technique to overcome the limitations of the tool.
dc.formatapplication/pdfes_PE
dc.language.isoenges_PE
dc.publisherUniversidad Peruana de Ciencias Aplicadas (UPC)es_PE
dc.relation.urlhttp://revistas.upc.edu.pe/index.php/docencia/article/view/445es_PE
dc.rightsinfo:eu-repo/semantics/openAccesses_PE
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectSWOT matrixes_PE
dc.subjectAnalytic hierarchical processes_PE
dc.subjectTeaching strategyes_PE
dc.titleAhp-enhanced swot matrix teaching strategyes_PE
dc.title.alternativeEstrategia de enseñanza de la matriz foda extendida con Ahpes_PE
dc.typeinfo:eu-repo/semantics/articlees_PE
dc.identifier.journalRevista Digital de Investigación en Docencia Universitaria (RIDU)es_PE
dc.description.peer-reviewRevisión por pareses_PE
dc.contributor.emailpcadmchi@upc.edu.pees_PE
refterms.dateFOA2018-06-16T19:40:28Z
html.description.abstractThe SWOT matrix is the quintessential analysis tool for business purposes, and is taught both in undergraduate and postgraduate courses. However, it is widely understood that the selection of the critical success factors (CSFs) that are included for analysis in the matrix is a very subjective and unstructured process, leaving room for bias and arbitrariness. One way to give a better foundation and support to the analysis results is by utilizing Analytic Hierarchical Process (AHP) in order to weigh the importance of CSFs in the SWOT matrix and increase reliability of the output. This paper contains the design of a strategy to teach this topic in a marketing planning course, with the addition of a useful technique to overcome the limitations of the tool.


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