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Journal articles on the topic 'Marketing risk'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Boutang, Jérôme, and Michel De Lara. "Risk marketing." Journal of Centrum Cathedra 9, no. 1 (2016): 27–51. http://dx.doi.org/10.1108/jcc-08-2016-0008.

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Purpose In a modern world increasingly perceived as uncertain, the mere purchase of a household cleaning product, or a seemingly harmless bottle of milk, conveys interrogations about potential hazards, from environmental to health impacts. The main purpose of this paper is to suggest that risk could be considered as one of the major dimensions of choice for a wide range of concerns and markets, alongside aspiration/satisfaction, and tackled efficiently by mobilizing the recent findings of cognitive sciences, neurosciences and evolutionary psychology. It is felt that consumer research could ben

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Rutkauskas, Aleksandras Vytautas, and Adomas Ginevičius. "INTEGRATED MANAGEMENT OF MARKETING RISK AND EFFICIENCY / INTEGRUOTAS MARKETINGO RIZIKOS IR EFEKTYVUMO VALDYMAS." Journal of Business Economics and Management 12, no. 1 (2011): 5–23. http://dx.doi.org/10.3846/16111699.2011.555357.

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There are two principal problems arising for marketing management: first—the increase of marketing ability to use effectively its resources, and second—to inventory the risks influencing marketing activity in order to develop their management strategy. Considering exceptional riskiness of marketing, the solution of marketing efficiency problems is not separable from identification of risks, influencing marketing, and their management strategies development. Integrated analysis of marketing efficiency and risk management problems is performed in two ways. First, a marketing risks portfolio mana

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Cook, Victor J., and John R. Page. "Assessing marketing risk." Journal of Business Research 15, no. 6 (1987): 519–30. http://dx.doi.org/10.1016/0148-2963(87)90036-1.

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Dickinson, Roger, Myron Gable, and Anthony Herbst. "RISK IN MARKETING DECISIONS." Journal of Consumer Marketing 2, no. 3 (1985): 37–43. http://dx.doi.org/10.1108/eb008131.

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Brindley, Clare. "Risk and Relationship Marketing in Managing Technology Transfers." International Conference on Business & Technology Transfer 2004.2 (2005): 30–43. http://dx.doi.org/10.1299/jsmeicbtt.2004.2.0_30.

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6

Kupec, Vaclav. "Risk Audit of Marketing Communication." EUROPEAN RESEARCH STUDIES JOURNAL XXI, Issue 1 (2018): 125–32. http://dx.doi.org/10.35808/ersj/935.

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Ine, Fausayana, Gusmiarty Abdullah Weka, and Ode Dawid La. "RISK ANALYSIS OF COCONUT PRODUCT MARKETING." International Journal of Research - Granthaalayah 6, no. 5 (2018): 138–48. https://doi.org/10.5281/zenodo.1255259.

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The aim of this study was to analysis the risks of coconut products marketing in Kendari City. The results of this study described risk identification in three stage of marketing of coconut product, namely (a) Five risks identified at the stage of storaging; broken coconut fruit, unsold product, fire market, theft of coconut fruits, and market regulation; (b) Three risks identified at the stage of processing; broken coconut, coconut shell waste, and damage to processing facilities; and (c) Four risks identified at the stage of selling; unsold product, non-strategic selling locations, substitut

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Сhaikovskа, M. P., and V. M. Stoyanov. "CRM-SYSTEMS IN MARKETING RISKS MANAGEMENT OF BANK`S RISK PROTECTION PROJECTS." Market economy: modern management theory and practice 21, no. 2(51) (2023): 177–92. http://dx.doi.org/10.18524/2413-9998.2022.2(51).274373.

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The article examines the theoretical, methodological and practical aspects of the formation of information and analytical support for marketing risk management of risk protection projects of a commercial bank in the conditions of modern challenges of the uncertainty of the marketing environment and global digital transformations. Requirements for an effective bank risk management system based on modern technological tools and innovative methodological approaches are formulated. The directions of the transformation of risk management paradigms were analyzed, the expediency of a systemic multidi

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Khandeparkar, Kapil, and Alekh Gour. "Wise minds: risk taking through data analytics." Emerald Emerging Markets Case Studies 15, no. 2 (2025): 1–23. https://doi.org/10.1108/eemcs-07-2024-0298.

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Learning outcomes Exploratory data analytics to identify growth opportunities in Dubai’s real estate market. Understand the concept of market segmentation and its significance in marketing strategy. Identify and analyze different customer segments using the data of the industry. Develop tailored social media marketing strategies for different customer segments. Case overview/synopsis The case revolves around Paritosh Chaube, a marketing manager contemplating the launch of a real estate brokerage firm in Dubai. It highlights his need to assess the market’s potential for growth and the importanc

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Fausayana, Ine, Weka Gusmiarty Abdullah, and La Ode Dawid. "RISK ANALYSIS OF COCONUT PRODUCT MARKETING." International Journal of Research -GRANTHAALAYAH 6, no. 5 (2018): 138–48. http://dx.doi.org/10.29121/granthaalayah.v6.i5.2018.1435.

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The aim of this study was to analysis the risks of coconut products marketing in Kendari City. The results of this study described risk identification in three stage of marketing of coconut product, namely (a) Five risks identified at the stage of storaging; broken coconut fruit, unsold product, fire market, theft of coconut fruits, and market regulation; (b) Three risks identified at the stage of processing; broken coconut, coconut shell waste, and damage to processing facilities; and (c) Four risks identified at the stage of selling; unsold product, non-strategic selling locations, substitut

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Ronokusumo, Atahasi, and Ktut Silvanita Mangani. "Marketing risk analysis of red chili." JURNAL MANAJEMEN 13, no. 4 (2022): 662–69. http://dx.doi.org/10.30872/jmmn.v13i4.10168.

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This study aims to determine the marketing risks as a whole in red chili agribusiness in the Cibedug village, Ciawi area. West Java is one of the chili agribusiness centers closest to the capital city which is a very large market potential. Starting with a group discussion forum among red chili farmers, the authors use interviews as well as surveys of red chili agribusiness entrepreneurs. Data analysis was carried out in a simple qualitative and quantitative way that found at least 10 (ten) unwanted events and the impact of existing opportunities, unwanted events that must be prioritized to be

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Kiseleva, Irina, Mikhail Karmanov, Vladimir Kuznetsov, and Natalia Sadovnikova. "Modeling and risk management of marketing activities." Revista Gestão & Tecnologia 24, Special (2024): 243–56. https://doi.org/10.20397/2177-6652/2024.v24ispecial.2808.

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Objective: The article aims to analyze the application of modeling and risk management techniques in the development and execution of marketing strategies for industrial companies, focusing on improving the reliability of management decisions by minimizing risks. Originality/Value: This study highlights the often-overlooked importance of risk management in marketing activities. It proposes a comprehensive approach combining quantitative and qualitative models to address uncertainties in external variables and consumer behavior, providing valuable insights for enhancing marketing strategies. Me

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Rachmawati, Dwi, Zalena Mohd, Suci Ayu Sudari, and Cyka Oktaviani. "Influence of Relationship Marketing, And Green Marketing Toward Business Sustainability On Msmes Kab. Bandung." Lead Journal of Economy and Administration 1, no. 3 (2023): 58–65. http://dx.doi.org/10.56403/lejea.v1i3.70.

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Country index Crash risk is part of risk management that is interesting and important to research. Study of country index crash risk helping investors to make better decisions and manage risk. This study aims to determine the effect of Investor Sentiment, Exchange Rate, and Net Foreign Portfolio Investment on the Country Index Crash risk. Novelty This study uses Net Foreign Portfolio Investment as a moderating variable and a sample of all countries. Crash risk research is usually firm, but this study uses the country level. Research Methods this study uses secondary data from the World Bank an

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Jameel Sadiq, Gazang, Idrees Sadeq Kanabi, Shia Radha Tahir, Saka R Fattah Sulayman, and Azad Salih Nader. "The Impact of Marketing Crises on Marketing Recovery." OTS Canadian Journal 4, no. 1 (2025): 47–65. https://doi.org/10.58840/twhpx431.

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Strategic vigilance plays a pivotal role in navigating today’s dynamic and uncertain business environments. This study explores the impact of key components of strategic vigilance—Environmental Scanning, Risk Identification, Adaptability, and Cultural Challenges—on achieving organizational success. Employing correlation, multiple regression, T-Test, and ANOVA analyses, the study highlights the significant relationships between these components and critical outcomes such as Goal Achievement, Decision-Making Quality, Organizational Resilience, and Competitive Advantage. The findings reveal that

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Li, Yuan, and Dengfeng Yan. "Cuteness inspires men’s risk seeking but women’s risk aversion." Journal of Business Research 126 (March 2021): 239–49. http://dx.doi.org/10.1016/j.jbusres.2020.12.066.

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Cho, Jinsook, and Jinkook Lee. "An integrated model of risk and risk-reducing strategies." Journal of Business Research 59, no. 1 (2006): 112–20. http://dx.doi.org/10.1016/j.jbusres.2005.03.006.

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17

Rajer, Nilsson. "New marketing models for developing a marketing strategy." International journal of Innovation in Marketing Elements 3, no. 1 (2023): 23–29. http://dx.doi.org/10.59615/ijime.3.1.23.

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Marketing is a comprehensive and extensive industry for businesses to sell their services and products better and more. There are many successful models for marketing because competitors are constantly increasing their awareness and efforts. In such an environment, the management has to evaluate the level of risk in all decisions and act intelligently. Accurate, up-to-date, and clear information reduces the risk of making wrong decisions, and this is one of the important reasons for the necessity of conducting marketing research and improving marketing intelligence in the organization. Therefo

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Ryals, Lynette, Sam Dias, and Maya Berger. "Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio." Journal of Marketing Management 23, no. 9-10 (2007): 991–1011. http://dx.doi.org/10.1362/026725707x250430.

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Ine, Fausayana, Gusmiarty Abdullah Weka, and Ode Dawid La. "THE CORELATION OF RISK TOWARD PROFIT MARKETING LEVEL OF COCONUT PRODUCTS." International Journal of Research - Granthaalayah 6, no. 8 (2018): 172–78. https://doi.org/10.5281/zenodo.1403856.

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This study aims to analyze the correlation of risk with the marketing profit of coconut products in Kendari City This research uses qualitative and quantitative methods (deviation standard and probability). The populations of this research are all sellers of grated coconut, young coconut dan young coconut ice in Kendari City. Determination of sample for seller of coconut shredded using simple random sampling, while for seller of young coconut dan young coconut ice by using census. The results of this study are grated coconut products in the normal and surplus sales period have a medium risk le

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Benn, Shaun, Russell Abratt, and Nicola Kleyn. "Reducing reputational risk." Marketing Intelligence & Planning 34, no. 6 (2016): 828–42. http://dx.doi.org/10.1108/mip-10-2015-0191.

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Purpose The purpose of this paper is to establish how executive managers in a South African organisation prioritise and manage reputational risks arising from stakeholder claims. The authors establish how corporate reputation and reputational risk fits into their decision making when considering stakeholder claims. Design/methodology/approach The authors conducted in-depth interviews with the top management of a South African paint manufacture. They identified eight stakeholder claims and discussed how they assessed and addressed each one. Findings Respondents identified highly, moderate, and

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21

Berndt, Ralph. "Risk- Management im Rahmen des Internationalen Marketing." Marketing ZFP 13, no. 1 (1991): 5–10. http://dx.doi.org/10.15358/0344-1369-1991-1-5.

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22

Paetz, Jürgen. "The Risk of Optimization in Marketing Campaigns." International Journal of Business Analytics 4, no. 4 (2017): 1–20. http://dx.doi.org/10.4018/ijban.2017100101.

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In marketing one of the most common important tasks is to assign campaigns to sets of customers. These sets of customers, the target groups, consist of persons with similar properties, for example a high buying affinity for a certain product. Database marketers would not only assign a campaign by general economic or promotional consideration, but they take into account learning from databases by algorithms. The basic assumptions are already determined clusters to which campaigns, representing the products, should be assigned. The assignment can be done in the most optimal way by formal optimiz

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23

Simonson, Donald G. "The marketing of bank risk-management services." Psychology and Marketing 12, no. 8 (1995): 735–49. http://dx.doi.org/10.1002/mar.4220120808.

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Luettgen, Robert A. "Lower Risk and Costs through Marketing Affiliates." Natural Gas 8, no. 3 (2008): 20–23. http://dx.doi.org/10.1002/gas.3410080308.

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Fournier, Susan, and Shuba Srinivasan. "Monitoring Marketing Sources of Brand Reputation Risk." NIM Marketing Intelligence Review 15, no. 1 (2023): 46–53. http://dx.doi.org/10.2478/nimmir-2023-0007.

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Abstract Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to man

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Deng, Cheng, and Muhammad Talal Ahmad. "Research on Marketing Management Risk Decision Model Based on LINEST Function." Security and Communication Networks 2022 (April 13, 2022): 1–10. http://dx.doi.org/10.1155/2022/9658148.

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The primary purpose of this research study is to describe the research on the marketing management risk decision model based on the LINEST function. This research is conducted in China and is used for measuring the risk decision model using different questions related to marketing management. The nature of this research is primary, and data were collected from 100 plus responders related to the marketing management fields. The research participants included males, females, employees of marketing, and other people from marketing management organizations. We used smart PLS software to measure th

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Zhu, Changcheng. "Construction and Risk Analysis of Marketing System Based on AI." Scientific Programming 2022 (August 3, 2022): 1–9. http://dx.doi.org/10.1155/2022/2839834.

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AI technology is rapidly changing traditional industries by using the technologies of big data, machine learning, and deep learning in AI technology. This study transforms and constructs the links of market research, market strategy, marketing strategy, and marketing activities in the marketing system. The use of AI can help companies to understand customer needs more comprehensively, find market opportunities more quickly, establish business goals more accurately, and achieve smart marketing and precision marketing in the true sense. AI technology also brings new challenges to the development

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Heiman, Amir, and Lutz Hildebrandt. "Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management." Annual Review of Resource Economics 10, no. 1 (2018): 253–77. http://dx.doi.org/10.1146/annurev-resource-100517-023047.

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Marketing tools, in addition to their role in persuasion and serving as a bridge between production and consumers, reduce prepurchase risks. This role has received less attention in the literature. This review highlights marketing's role in reducing consumers’ purchasing risk. We present our approach, backed up with extensive literature review, beginning with a description of advertising, branding, and pricing that may serve as a signal of a product's quality. We then describe and analyze the role of product demonstrations, free product samples, and money-back guarantees (MBGs), which enable c

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Ostapchuk, Anatolii, Larysa Karpenko, George Abuselidze, and Liudmyla Chornenka. "Management of marketing risks in sustainable development." E3S Web of Conferences 371 (2023): 05011. http://dx.doi.org/10.1051/e3sconf/202337105011.

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The article examines the essence and analyses the types of marketing risks in sustainable development in sustainable development. The classification of marketing risks by internal and external factors of influence on marketing activity and “4R” marketing tools has been improved. Considerable attention is paid to the role of marketing research as an important stage of marketing risk analysis for the development of effective marketing strategies for sustainable development. The main stages of marketing risk management are defined, which include: their analysis and identification, qualitative and

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Ritchie, Bob, and Clare Brindley. "The information‐risk conundrum." Marketing Intelligence & Planning 19, no. 1 (2001): 29–37. http://dx.doi.org/10.1108/02634500110363781.

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Mousavi, Shabnam, and Gerd Gigerenzer. "Risk, uncertainty, and heuristics." Journal of Business Research 67, no. 8 (2014): 1671–78. http://dx.doi.org/10.1016/j.jbusres.2014.02.013.

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BORYSOVA, Tetiana, Yuliia PROTSYSHYN, and Lyudmyla HALKO. "MARKETING MANAGEMENT AND MEASURES TO REDUCE PERCEIVED RISK IN BUSINESS: AN ANALYSIS OF INTERCONNECTION." Herald of Khmelnytskyi National University. Economic sciences 322, no. 5 (2023): 100–103. http://dx.doi.org/10.31891/2307-5740-2023-322-5-15.

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The research results on the interrelation between marketing management strategies and measures for reducing perceived business risk have been presented. An analysis of existing scientific literature has revealed a lack of studies concerning theoretical and methodological approaches to reducing perceived business risk. The aim of this article was to investigate the correlation between marketing management strategies and measures aimed at mitigating perceived business risk. The following methods were employed during the research: comparative analysis, synthesis, generalization, graphical represe

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Ratna Dwi Nurwanti, Selamet Fuadi, and Yateno. "Pengaruh Inovasi, Pengambilan Risiko, Otonomi, Dan Sikap Proaktif Terhadap Kapabilitas Pemasaran Usaha Kecil Dan Menengah (UKM) Di Payungi Kota Metro." Jurnal Manajemen DIVERSIFIKASI 4, no. 4 (2024): 966–78. https://doi.org/10.24127/diversifikasi.v4i4.4303.

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This research was conducted at Yosomulyo Pelangi Market (Payungi) Metro City. This research was quantitative by interpreting the independent and dependent variables. This study aims to determine the effect of innovation, risk, autonomy, and proactivity on marketing capabilities at Payungi UKM in Metro by using 60 respondents as a research sample and the sampling technique using saturation sampling (saturation sample). The data analysis method used was a quantitative analysis method including validity test, reliability test, analysis prerequisite test, hypothesis testing through multiple linear

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Carvalho, Sergio W., Lauren G. Block, Subramanian Sivaramakrishnan, Rajesh V. Manchanda, and Chrissy Mitakakis. "Risk perception and risk avoidance: The role of cultural identity and personal relevance." International Journal of Research in Marketing 25, no. 4 (2008): 319–26. http://dx.doi.org/10.1016/j.ijresmar.2008.06.005.

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Schannon, Mark. "Risk, Issue and Crisis Management." Journal of Promotion Management 12, no. 3-4 (2006): 7–38. http://dx.doi.org/10.1300/j057v12n03_03.

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Bhattacharya, Abhi, Shekhar Misra, and Hanieh Sardashti. "Strategic orientation and firm risk." International Journal of Research in Marketing 36, no. 4 (2019): 509–27. http://dx.doi.org/10.1016/j.ijresmar.2019.01.004.

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Diyan Fakhreza, Said Abdussyahid, and Eko Sugiharto. "MANAJEMEN RISIKO PEMASARAN HASIL TANGKAPAN KELOMPOK USAHA BERSAMA PERIKANAN TANGKAP “TUNAS HARAPAN” DI KELURAHAN TAMA POLE KECAMATAN MUARA JAWA." Jurnal Pembangunan Perikanan dan Agribisnis 9, no. 2 (2022): 1–14. http://dx.doi.org/10.30872/jppa.v9i2.14.

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This research focuses more on marketing risk management, the purpose of this research is to identify risk opportunities and determine risk management policies towards the marketing of production results in the "Tunas Harapan" of Group in Tama Pole village, Muara Jawa. The data used consists of primary data and secondary data. Primary data was collected from interviews with 20 respondents using census methods. The analysis used in this study is business cost analysis, business revenue analysis, business income analysis, descriptive statistics, Monte Carlo simulation and qualitative descriptive

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Zhang, Changlu, Yuchen Wang, and Jian Zhang. "Risk Assessment of Live-Streaming Marketing Based on Hesitant Fuzzy Multi-Attribute Group Decision-Making Method." Journal of Theoretical and Applied Electronic Commerce Research 20, no. 2 (2025): 120. https://doi.org/10.3390/jtaer20020120.

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(1) Background: With the deep integration of e-commerce and video technology, live-streaming marketing has emerged globally and maintained rapid growth. However, most of the current research on live-streaming e-commerce marketing focuses on merchants’ sales strategies and consumers’ purchase intentions, and there is relatively little research related to the risks of live-streaming e-commerce marketing. Nevertheless, with the development of live-streaming e-commerce marketing and its integration with technologies such as artificial intelligence and virtual reality (VR), live-streaming e-commerc

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A. Alsoufi, Mohammed. "IRAQI CONSUMER AWARENESS OFF THE RISK ASSOCIATED WITH CONSUMING CANNED FOOD." iraq journal of market research and consumer protection 14, no. 1 (2022): 75–83. http://dx.doi.org/10.28936/jmracpc14.1.2022.(8).

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The aim of this research was to indicate the opinion of the Iraqi consumer awareness of the risks associated with consuming canned food, the questionnaire was included 20 questions for label information, consumer culture, shopping, marketing, awareness and knowledge as a tool to survey the opinions of 300 consumers in Baghdad, the data was analyzed by using percentage, weighted mean, and weight percent, the results obtained showed that the Iraqi consumer need more information, training and guidance programs in food safety handling issue for canned food, especially in analysis of label informat

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Singh, Ranjit, and Amalesh Bhowal. "Development of marketing‐driven measure of risk perception." Journal of Risk Finance 12, no. 2 (2011): 140–52. http://dx.doi.org/10.1108/15265941111112857.

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PurposeThe purpose of this paper is to measure the risk perception of the employees in respect of equity shares, from the perspective of elements of marketing mix and to ascertain the degree of influence of elements of marketing mix on equity‐related risk perception.Design/methodology/approachPrimary data based on the interview schedule were collected from the employees of Oil India Limited and various tables prepared. For analysis of data, Cronbach's alpha and Friedman test analysis were employed.FindingsOut of the four elements of marketing mix considered in the study, the degree of influenc

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Werner, Jeffrey W. "Marketing a Medicare Risk Contract for an HMO." Health Marketing Quarterly 4, no. 1 (1986): 39–45. http://dx.doi.org/10.1300/j026v04n01_05.

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Crawford, Cynthia. "Developing & marketing high-risk pregnancy management programs." Case Manager 9, no. 6 (1998): 29–32. http://dx.doi.org/10.1016/s1061-9259(98)80135-5.

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Dart, Richard C. "Monitoring risk: Post marketing surveillance and signal detection." Drug and Alcohol Dependence 105 (December 2009): S26—S32. http://dx.doi.org/10.1016/j.drugalcdep.2009.08.011.

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Edelman, Benjamin, and Wesley Brandi. "Risk, Information, and Incentives in Online Affiliate Marketing." Journal of Marketing Research 52, no. 1 (2015): 1–12. http://dx.doi.org/10.1509/jmr.13.0472.

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Stone, Robert N., and Kjell Grønhaug. "Perceived Risk: Further Considerations for the Marketing Discipline." European Journal of Marketing 27, no. 3 (1993): 39–50. http://dx.doi.org/10.1108/03090569310026637.

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Roussy, Caroline, Aude Ridier, Karim Chaib, and Marie Boyet. "Marketing contracts and risk management for cereal producers." Agribusiness 34, no. 3 (2018): 616–30. http://dx.doi.org/10.1002/agr.21549.

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Schmidt, Reinhard H., and Gerd R. Wagner. "Risk distribution and bonding mechanisms in industrial marketing." Journal of Business Research 13, no. 5 (1985): 421–33. http://dx.doi.org/10.1016/0148-2963(85)90022-0.

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48

Anzhela, Olkhovska, Malyi Volodymyr, and Storozhenko Ihor. "Substantiation for the optimal strategy of risk management in marketing communicative activities of pharmaceutical enterprises based on mathematical model approach." ScienceRise: Pharmaceutical Science, no. 5(15) (October 31, 2018): 24–31. https://doi.org/10.15587/2519-4852.2018.146479.

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<strong>Aim. </strong>To develop a mathematical model of risk analysis and evaluation in the marketing communication activity of pharmaceutical manufacturing enterprises in promoting a new medicine product under limiting and (or) saving investment funds for marketing communications. The obtained results allowed to make reasonable decisions as for choosing the optimal risk management strategy in marketing communication activities of pharmaceutical enterprises. <strong>Methods</strong>. The implementation of the above tasks predetermined the choice of the following methods: content analysis

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Guo, Xiaoqing, and Mariia Kozhevnikova. "Application of risk management technology in the formation and implementation of retail enterprises marketing strategy." Ukrainian Journal of Applied Economics and Technology 7, no. 3 (2022): 134–41. http://dx.doi.org/10.36887/2415-8453-2022-3-18.

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Uncertainty, new modern challenges, the nascence of new risks and the strengthening of existing ones require the use of adequate risk management technologies in all management processes, including the development of marketing strategies. This issue is especially relevant for retail companies that have faced a drop-in sales volume due to the emergence of new risk-generating factors. The purpose of the paper is to determine the features of the application of risk management technology when choosing a marketing strategy of retail enterprises, to identify the main types of risks and to establish t

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Dechen, Ding. "Research on Enterprise Marketing Risk Evaluation Based on Group Decision and Grey System Theory." E3S Web of Conferences 253 (2021): 03010. http://dx.doi.org/10.1051/e3sconf/202125303010.

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Abstract:

Traditional risk assessment methods have some defects to varying degrees. The marketing risk evaluation model based on heterozygous decision making and grey system theory applies multi-expert consultation mechanism to determine the weight of each evaluation index, and then the grey evaluation model is used to evaluate the marketing risk of enterprises. The case study shows that compared with other methods, this method not only effectively solves the problems of incomplete information, multiple evaluation indexes and collinearity of some indexes in the marketing risk evaluation of enterprises,

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