One of the uses of data envelopment analysis (DEA) can be international market ranking (IMR). Selecting the best international market (IM) from a large number of possible markets with various levels of capabilities and potential is a complicated and time-consuming managerial task. In the subject of marketing research, moreover, some measures cannot be mentioned accurately. These measures have the status of imprecise data. Additionally, there are some situations that decision maker is wavered to classify the input and output status of factors. In the DEA's literature such variables are called dual-role factors. The main objective of this paper, therefore, is to develop an innovative DEA model that takes simultaneously imprecise data and dual-role factors into account for ranking IMs. A case study makes evident the application of the proposed model.
ASJC Scopus subject areas