Evaluation of B2B IIM Critical Success Factors Using a Fuzzy Decision Analysis Method

Prioritization of Business-to-Business International Internet Marketing Critical Success Factors (B2B IIM CSFs) has a high impact on internet business management. This study aims to evaluate and rank the high-cited B2B IIM CSFs that are determined by Riyad (2002). We apply Fuzzy Analytic Hierarchy Process (FAHP) as an effective solution for resolving the uncertainty and imprecision in the evaluation of CSFs' competitiveness. The subjective pairwise comparison of CFS is conducted by expert and through linguistic variables. A Fuzzification method (alpha cut-based method) is utilized to prevent the controversial of fuzzy number ranking process where the fuzzy judgment matrix is reconstructed into an interval fuzzy judgment matrix. The results show that the FAHP is an applicable method for evaluation and ranking of CFSs. The external factors are the most important category in B2B IIM success followed by marketing, global, web site and internal categories.