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Journal of Applied Sciences
Year: 2013  |  Volume: 13  |  Issue: 8  |  Page No.: 1206 - 1212

The Application of Analytic Network Process in Brand Crisis Management: A Case of the Chery and Geely of China

Liu He, Chun Xiao, Wei Xu, Hai-Ying Wei, Qing He and Rajeev Batra    

Abstract: Analytic network process is a new kind of decision-making method that deals with the relationship of dependence and feedback and it was developed and evolved from the foundation of analytic hierarchy process. When it comes to brand crisis management it contributes significantly and vigorously to the survival and development of companies in a more and more competitive world nowadays. This paper comes up with 12 criterions of crisis management from three dimensions: strategic criterions, operational criterions and financial criterions. Meanwhile it takes a case of the national brands CHERY and GEELY of China and applies analytic network process to analyze the 12 criterions mentioned above. Then, a conclusion was drawn: CHERY does a better job than GEELY in terms of brand crisis management according to the outcome of our research.

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