本研究探討研發廠商如何去選擇一個協同合作的模式來讓本身的獲利最大，而模式主要由研發能力、行銷能力以及生產能力所組成。本研究三種研發廠商協同合作的模式如下： 研發廠商發展研發能力並且與另一發展生產以及行銷能力的廠商進行合作; 研發廠商發展研發能力以及生展能力必且與另一發展行銷能力的廠商進行合作; 研發廠商獨自發展研發、生產以及行銷能力，而不進行與其他廠商的協同合作。
本研究的主要目的是從三種模式中選擇其一來讓研發廠商的期望收益最高。本研究以研發能力作為在工業市場中影響獲利表現的主要決策因素。根據研究目的，本研究可分成四個步驟。第一，經由有系統的收集理論依據以及協同合作概念來建構協同合作模式。第二，決定協同合作的決策因素建構需求函數。廠商以行銷、研發以及生產能力來建構模式。第三，收集廠商的專利資料並且經過計算轉換成專利資訊。接著應用模糊權重平均法來整合專利資料。第四，技術的優勢同樣可以從專利資料中顯現，並且可以當作研發能力的指標決定最適合的協同合作模式來使得廠商的獲利最大。
本研究使用專利分析資料來衡量研發能力，並且區分出目標產業中廠商的研發能力階級。衡量的結果可以用來當作一種指標，提供管理者作為選擇生產或者商業模式的參考依據。本研究收集了氮化鋁產品的相關專利資料。案例分析結果顯示衡量方法的有效性並且也確認了市場需求的重要性。
本研究基於過去的文獻中強調研發能力的重要性，並且作為協同合作決策中重要的決策因素。對於管理者而言，本研究可以用來瞭解不同的研發能力是如何影響決策的。此外，此研發合作的概念可以使用在未來實務上或者理論上的協同合作關係的策略決策。

This study considered a R&D firm how to select one collaboration model for maximizing its profit, and the model consisted of R&D, production, and marketing capabilities. There were three collaboration models designed for a R&D firm in this research: the R&D firm developed R&D capability and collaborated with the other firm that invested production and marketing; the R&D firm developed R&D and production, and collaborated with the other firm that invested marketing; the R&D firm developed R&D, production, and marketing all without collaboration.
The purpose of this study was to choose one of these three collaboration models for the R&D firm to maximize its profit. In this study, R&D capability was the mainly concerned determinant of relative profitability performance in the industrial market. In view of the purpose, this study followed four steps. First, the collaboration models were constructed by organizing current theoretical research and collecting some collaboration concepts; hence, the three collaboration models were built up based on capturing the ideas of relevant models. Second, the determinants about collaboration model could be concluded as variables to construct a demand function. This study took firm modeling its capabilities, such as marketing, R&D and production. Third, firm’s patent data will be collected and transformed to patent in information. And fuzzy weighted average method would be applied to conclude the output of the patent information. Fourth, the dominance of the technology also could be found out via patent data, regarded as an output of the R&D capability to decide the suitable collaboration model to get the maximal profit for the firms.
This research measured R&D capability based on patent analysis and distinguish R&D capability levels for firms in the target industry. The R&D levels could be taken as an index for decision makers as a suggestion to choose a production or business model. This research collected relative patent data of Aluminum Nitride product, and this case study could facilitate to verify the feasibility of this measurement procedure. The results provided evidence for the feasibility of measurement in the case study, and recognition by the importance of market demand.
This study based on prior literature that had highlighted the importance of R&D capability as an important determinant of collaboration decision making. For managers, this study could be utilized to understand how the various R&D conditions influence the decision making. Furthermore, this collaboration concept could be utilized to guide future empirical and theoretical work on collaboration strategies.

AMA. Dictionary of marketing terms, American Marketing Association (2006).

Abraham, B. P. and S. D. Moitra (2001). Innovation assessment through patent analysis. Technovation 21: 245-252.

Ahuja, G. (2000). The duality of collaboration: Inducements and opportunities in the formation of interfirm linkages. Strategic Management Journal 21(3): 317-343.

Ahuja, G. and C. M. Lampert (2001). Entrepreneurship in the largecorporation: a longitudinal study of how established firms create breakthrough inventions. Strategic Management Journal 22: 521-543.

Albert, M. B., D. Avery and F. Narin (1991). Direct validation of citation counts as indicators of industrially important patents. Research Policy 20(3): 251-259.

Allison, J. R., M. Lemley and K. A. Moore (2004). Valuable patents. Georgetown Law Journal 92: 435.

Amaldoss, W., R. J. Meyer, J. S. Raju and A. Rapoport (2000). Collaborating to compete. Marketing Science 19(2): 105-126.

Ang, S. H. (2008). Competitive Intensity and Collaboration: Impact on Firm Growth Across Technological Environments. Strategic Management Journal 29: 1057-1075.

Archibugi, D. and M. Pianta (1996). Measuring technological change through patents and innovation surveys. Technovation 16(9): 451-468.

Argyres, N. S. and B. S. Silverman (2004). R&D, organization structure and the development of corporate technological knowledge. Strategic Management Journal 25(8-9): 929-958.

Ashton, W. B. and R. K. Sen (1988). Using patent information in technology business planning. Research-Technology Management 31(6): 36-42.

Banker, R. D., I. Khosla and K. K. Sinha (1998). Quality and competition. Management Science 44(9): 1179-1192.

Barnett, W. (1997). The dynamics of competitive intensity. Administrative Science Quarterly 42: 128-160.

Becker, W. and J. Dietz (2004). R&D cooperation and innovation activities of firms-evidence for the German manufacturing industry. Research Policy 33: 209-223.

Bellman, R. E. and L. A. Zadeh (1970). Decision-making in a fuzzy environment. Management Science 17(4): 141-164.

Benedetto, C. A. D., W. S. DeSarbo and M. Song (2008). Strategic Capabilities and Radical Innovation: An Empirical Study in Three Countries. IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT 55(3): 420-433.

Bessen, J. (2008). The value of U.S. patents by owner and patent characteristics. Research Policy 37(932-945).

Blankenburg, H., K. E. D. and J. Johanson (1999). Creating value through mutual commitment to business network relationships. Strategic Management Journal 20: 467-486.

Bosworth, D. L. (1984). Foreign patent flows to and from the United Kingdom. Research Policy 13: 115-124.

Breitzman, A., P. Thomas and M. Cheney (2002). Technological powerhouse or diluted competence: techniques for assessing mergers via patent analysis. R&D Management 32(1): 1-10.

Brennan, R., L. Canning and R. McDowell (2007). Price-setting in business-to-business markets The Marketing Review 7(28): 207-234.

Breznitz, S. M., R. P. O'Shea and T. J. Allen (2008). University commercialization Strategies in the Development of Regional Bioclusters. The Journal of Product Innovation Management 25: 129-142.

Burgers, W., C. Hill and W. Kim (1993). A theory of global strategic alliances: the case of the global auto industry. Strategic Management Journal 14(6): 419-432.

Buyukozkan, G. and O. Feyzioglu (2004). A fuzzy-logic-based decision-making approach for new product development. International Journal of Production Economics 90(1): 27-45.

Chakrabarti, A. K., I. Dror and N. Eakabuse (1993). Interorganizational Transfer of Knowledge- an Analysis of Patent Citations of a Defense Firm. Ieee Transactions on Engineering Management 40(1): 91-94.

Chan, F. T. S., S. H. Chung and S. Wadhwa (2004). A heuristic methodology for order distribution in a demand driven collaborative supply chain. International Journal of Production Research 42(1): 1-19.

Chang, C.-L. and C.-H. Chen (2009). Applying decision tree and neural network to increase quality of dermatologic diagnosis. Expert Systems with Applications 36: 4035-4041.

Chang, K. and J. Garen (2004). Residual Income Claimancy, Monitoring, and the R&D Firm: Theory with Application to Biotechs. MANAGERIAL AND DECISION ECONOMICS 25: 489-507.

Chang, Y. H. and C. H. Yeh (2001). Evaluating airline competitiveness using multiattribute decision making. Omega 29: 405-415.

Charnes, A. A. and W. W. Cooper (1962). Programming with linear fractional functionals. Naval Research Logistics Quarterly 9: 181-186.

Chen, C. M. and D. Hicks (2004). Tracing knowledge diffusion. Scientometrics 59(199-211).

Chien, C. F., I. Wang and L. F. Chen (2005). Using data mining to improve the quality of human resource management of operators in semiconductor manufactures. Journal of Quality 12(1): 9-28.

Choi, C., S. Kim and Y. Park (2007). A patent-based cross impact analysis for quantitative estimation of technological impact: The case of information and communication technology. Technological Forecasting & Social Change 74: 1296-1314.

Chou, S. Y., Y. H. Chang and C. Y. Shen (2008). A fuzzy simple additive weighting system under group decision-making for facility location selection with objective/subjective attributes. European Jouranl of Operational Research 189: 132-145.

Chou, S. Y., Y. H. Chang and C. Y. Shen (2008). A fuzzy simple additive weighting system under group decision-making for facility location selection with objective/subjective attributes. European Journal of Operational Research 189: 132-145.

Clarke, A. and P. Freytag (2008). An intra- and inter-organisational perspective on industrial segmentation A segmentation classification framework. European Jouranl of Marketing 42: 1023-1038.

Coombs, J. E. and P. E. Bierly (2006). Measuring technological capability and performance. R&D Management 36(4): 421-438.

Crepon, B., E. Duguet and J. Mairesse (1998). Research, Innovation and Productivity: An Econometric Analysis at the Firm Level. Economics ofInnovation and New Technology 7: 115-158.

D’Aspremont, C. and A. Jacquemin (1988). Cooperative and noncooperative R&D in duopoly with spillovers. American Economic Review 78(5): 1133-1137.

Daft, R. L. and T.-H. Wan (2007). Organization Theory and Design - A modern Introduction. Taipei, Tomson Learning.

Das, T. K. and B. S. Teng (2000). A resource-based theory of strategic alliances. Journal of Management 26: 31-61.

Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing 58: 37-52.

DeCarolis, D. M. and D. L. Deed (1999). The impact of stock and flows of organizational knowlege on firm performance: an empirical investigation of the biotechnology industry. Strategic Management Journal 20: 953-968.

Dong, W. M. and F. S. Wong (1987). Fuzzy weighted average and implementation of the extension principle. Fuzzy Sets and Systems 21(2): 183-199.

Dubois, D. and H. Prade (1978). Operations on fuzzy numbers. International Journal of Systems Service 9(6): 613-626.

Dutta, S., O. Narasimhan and S. Rajiv (1999). Success in High-Technology Markets: Is Marketing Capability Critical? Marketing Science 18(4): 547-568.

Dutta, S., O. Narasimhan and S. Rajiv (2005). Conceptualizing and measuring capabilities: Methodology and empirical application. Strategic Management Journal 26: 277-285.

Dwyer, F. R., P. H. Schurr and S. Oh (1987). Developing buyer-seller relationships. Journal of Marketing 51(2): 11-27.

Forman, H. and J. M. Hunt (2004). Managing the influence of internal and external determinants on international industrial pricing strategies. Industrial Marketing Management 34: 133-146.

Gavirneni, S., R. Kapuscinski and S. Tayur (1999). Value of Information of Capacitated Supply Chains. Management Science 45(1): 16-24.

Ge, Z. and Q. Hu (2008). Collaboration in R&D activities: Firm-specific decisions. European Jouranl of Operational Research 185: 864-883.

Gemunden, H. G., T. Ritter and P. Heydebreck (1996). Network configurationand innovation success: an empirical analysis in German high-tech industries. International Journal of Research in Marketing 13(5): 449-462.

Gnyawali, D. R. and R. Madhavan (2001). Co-operative Networks and Competitive Dynamics: A Structural Embeddedness Perspective. Academy of Management Review 26: 431-445.

Griliches, Z. (1990). Patent statistics as economic indicators: a survey. Journal of Economic Literature 27: 1661-1707.

Grindley, P. C. and D. J. Teece (1997). Managing intellectual capital: licensing and cross-licensing in semiconductors and electronics. California Management Review 39(2): 8-41.

Guh, Y.-Y., R.-W. Po and E. S. Lee (2008). The fuzzy weighted average within a generalized means function. Computers and Mathematics with Applications 55: 2699-2706.

Guh, Y. Y., C. C. Hon and E. S. Lee (2001). Fuzzy weighted average: The linear programming approach via Charnes and Cooper’s rule. Fuzzy Sets and Systems 117: 157-160.

Gurnani, H., M. Erkoc and Y. Luo (2007). Impact of product pricing and timing of investment decisions on supply chain co-opetition. European Jouranl of Operational Research 180: 228-248.

Hall, B. H., Z. Griliches and J. A. Hausman (1986). Patents and R&D is there a lag ? International Economic Review 2(27): 265-283.

Hall, B. H., A. Jaffe and M. Trajtenberg (2005). Market value and patent citations. The Rand Journal of Economics 36(1): 16-38.

Harhoff, D., N. Francis, F. M. Scherer and K. Vopel (1999). Citation frequency and the value of patented inventions. Review of Economics and Statistics 81(3): 511-515.

Harhoff, D., F. M. Scherer and K. Vopel (2003). Citations, family size, opposition and the value of patent rights. Research Policy 32(8): 1343-1363.

Helfat, C. E. (1997). Know-How and Asset Complementarity and Dynamic Capability Accumulation: The Case of R&D. strategic Management Journal 18(5): 339-360.

Herrera, F., E. Herrera-Viedma and J. L. Verdegay (1996). A model of consensus in group decision making under linguistic assessments. Fuzzy Sets and Systems 78(2): 73-87.

Houng, J. Y., H. F. Hsu, Y. H. Liu and J. Y. Wu (2003). Applying the Taguchi robust design to the optimization of the asymmetric reduction of ethyl 4-chloro acetoacetate by bakers’ yeast. Journal of Biotechnology 100: 239-250.

Huang, M. H., L. Y. Chiang and D. Z. Chen (2003). Constructing a patent citation map using bibliographic coupling: A study of Taiwan’s high-tech companies. Scientometrics 58: 489-506.

Huang, Z., H. Chen, Z.-K. Chen and M. C. Roco (2004). International nanotechnology development in 2003: Country, institution, and technology field analysis based on USPTO patent database. Journal of Nanoparticle Research 6: 325-354.

Huang, Z., H. Chen, A. Yip, G. Ng, F. Guo, Z.-K. Chen and M. C. Roco (2003). Longitudinal patent analysis for nanoscale science and engineering: Country, institution and technology field. Journal of Nanoparticle Research 5: 333-363.

Huang, Z., H. C. Chen, A. Yip, G. Ng, F. Guo, Z. K. Chen and M. C. Roco (2003). Longitudinal patent analysis for nanoscale science and engineering: Country, institution and technology field. Journal of Nanoparticle Research 5(3-4): 333-363.

Hufker, T. and F. Alpert (1994). Journal of Product and Brand Management. Patents: a managerial perspective 3(4): 44-54.

Iansiti, M. and J. West (1997). Technology Integration: Turning Great Research into Great Product. Harvard Bussiness Review: 69-79.

Jayachandran, S., K. Hewett and P. Kaufman (2004). Customer Response Capability in a Sense-and-Respond Era: The Role of Customer Knowledge Process. Journal of the Academy of Marketing Science 32(3): 219-233.

Kabassi, K. and M. Virvou (2004). Personalised adult e-training on computer use based on multiple attribute decision making. Interacting with Computers 16: 115-132.

Karki, M. M. S. (1997). Patent Citation Analysis: A Policy Analysis Tool. World Patent Injormation 19(4): 269-272.

Klein, B., R. Crawford and A. Alchian (1978). Vertical integration, appropriable rents, and the competitive contracting process. The Journal of Law and Economics 26: 297-326.

Kohli, A. K., B. J. Jaworski and A. Kumar (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4): 467-477.

Kotabe, M., S. S. Srinivasan and P. S. Aulakh (2002). Multinationality and Firm Performance: The Moderating Role of Marketing and R&D Activities. Journal of International Business Studies 33(1): 79-97.

Kotler, P. and K. L. Keller (2006). Marketing management (12th ed.). NJ, Pearson Prentice Hall.

Krasnikov, A. and S. Jayachandran (2008). The Relative Impact of Marketing, Research-and-Development, and Operations Capabilities on Firm Performance. Journal of Marketing 72: 1-11.

Lado, A. A., N. G. Boyd and S. C. Hanlon (1997). Competition, Co-operation, and the Search for Economic Rents: A Syncretic Model. Academy of Management Review 22(1): 110-141.

Lai, K., Y. Bao and L. XT (2008). Channel relationship and business uncertainty: Evidence from the Hong Kong market. Industrial Marketing Management 37(6): 713-724.

Lanjouw, J. O. and M. Schankerman (2004). Patent quality and research productivity: measuring innovation with multiple indicators. Economic Journal 114(495): 441-465.

Lee, D. H. and D. Park (1997). An efficient algorithm for fuzzy weighted average. Fuzzy Sets and Systems 87(1): 39-45.

Leten, B., R. Belderbos and B. L. Van (2007). Technological diversification, coherence, and performance of firms. Journal of Product Innovation Management 24(6): 567-579.

Levitas, E. F., M. A. McFadyen and D. Loree (2006). Survival and the introduction of new technology: A patent analysis in the integrated circuit industry. Journal of Engineering. Technology Management 23: 182-201.

Lewison, G. (1998). Gastroenterology research in the United Kingdom: funding sources and impact. GUT 43(2): 288-293.

Leydesdorff, L. (2008). Patent Classifications as Indicators of Intellectual Organization. Journal of The American Society For Information Science and Technology 59(10): 1582-1597.

Li, X. and Q. Wang (2007). Coordination mechanisms of supply chain systems. European Journal of Operational Research 179: 1-16.

Liou, T. S. and M. J. Wang (1992). Fuzzy weighted average:Animproved algorithm. Fuzzy Sets and Systems 49(3): 307-315.

Liu, S. and J. Shyu (1997). Strategic planning for technology development with patent analysis. International Journal of Technology Management 13: 661-680.

Lootsma, F. A. (1997). Multicriteria decision analysis in a decision tree. European Journal of Operational Research 101: 442-451.

Ma, Z. and Y. Lee (2008). Patent application and technological collaboration in inventive activities: 1980-2005. technovation 28: 379-390.

Macher, J. T. and C. S. Boerner (2006). Experience and Scale and Scope Economies: Trade-Offs and Performance in Development. Strategic Management Journal 27(9): 845-865.

Matopoulos, A., M. Vlachopoulou and V. Manthou (2007). A conceptual framework for supply chain collaboration: empirical evidence from the agri-food industry. Supply Chain Management: An International Journal: 177-186.

Menguc, B. and S. Auh (2006). Creating a Firm-Level Dynamic Capability Through Capitalizing on Market Orientation and Innovativeness. Journal of the Academy of Marketing Science 34(1): 63-73.

Mogee, M. E. (1991). Using patent data for technology analysis and planning. Research-Technology Management 34: 43-49.

Mogee, M. E. and R. G. Kolar (1994). International patent analysis as a tool for corporate technology analysis and planning. Technol. Anal. Strat. Manag. 6(4): 485-503.

Moller, K. K. and A. Halinen (1999). Business relationships and networks: managerial challenges of network era. Industrial Marketing Management 28(5): 413-427.

Narasimhan, O., S. Rajiv and S. Dutta (2006). Absorptive Capacity in High-Technology Markets: The Competitive Advantage of the Haves. Marketing Science 25(5): 510-524.

Narayandas, D. and V. K. Rangan (2004). Building and Sustaining Buyer–Seller Relationships in Mature Industrial Markets. Journal of Marketing 68: 63-77.

Narin, G. and E. Noma (1987). Patents as indicators of corporate technological strength. Research Policy 16: 143-155.

Ofek, E. and M. Sarvary (2003). R&D, Marketing, and the Success of Next-Generation Production. Marketing Science 22(3): 355-370.

Okamuro, H. (2007). Determinants of successful R&D cooperation in Japanese small businesses: The impact of organizational and contractual characteristics. Research Policy 36(10): 1529-1544.

Paci, R. and A. Sassu (1997). International patents and national technological specialization. Technovation 17(1): 25-38.

Pakes, A. (1985). On Patents, R&D, and the Stock Market Rate of Return. Journal of Political Economy 93: 390-409.

Pakes, A. and Z. Griliches (1984). Patents and R&D at the firm level: a first look. R&D, Patents, and Productivity. Chicago, University of Chicago Press.

Pap, E., Z. Bosnjak and S. Bosnjak (2000). Application of fuzzy sets with different t-norms in the interpretation of portfolio matrices in strategic management. Fuzzy Sets and Systems 114(1): 123-131.

Park, S. and D. Zhou (2005). Firm heterogeneity and competitive dynamics in alliance formation. Academy of Management Review 30: 531-554.

Pasternack, B. A. (1985). Optimal Pricing and the Return Policy for Perishable Commodities. Marketing Science 4: 166-176.

Perkmann, M. and K. Walsh (2008). Engaging the scholar: Three types of academic consulting and their impact on universities and industry. Research Policy 37: 1884-1891.

Reeder, R. R., E. G. Brierty and B. H. Reeder (1987). Industrial Marketing: Anlysis, Planning and Control. New Jersey, Prentice-Hal, Inc.

Reyck, B. D., Z. Degraeve and R. Vandenborre (2008). Project options valuation with net present value and decision tree analysis. European Journal of Operational Research 184: 341-355.

Rosenkopf, L. and P. Almeida (2003). Overcoming Local Search through
Alliances and Mobility. Management Science 49(6): 751-766.

Sapsalis, E., B. V. P. d. l. Potterie and R. Navon (2006). Academic vs. industry patenting: An in-depth analysis of what determines patent value. Research Policy 35(10): 1631-1645.

Scherer, F. M. (1965). Firm Size, Market Structure, Opportunity, and the Output of Patented Innovations? American Economic Review 55: 1097-1125.

Singh, J. (2008). Distributed R&D, cross-regional knowledge integration and quality of innovative output. Research Policy 37: 77-96.

Soete, L. G. and S. M. E. Wyatt (1983). The use of foreign patenting as an internationally comparable science and technology output indicator. Scientometrics 5(1): 31-54.

Song, M., C. Droge, S. Hanvanich and R. Calantone (2005). Marketing and Technology Resource Complementarity: An Analysis of Their Interaction Effect in Two Environmental Contexts. Strategic Management Journal 26(3): 259-276.

Storto, C. l. (2006). A method based on patent analysis for the investigation of technological innovation strategies: The European medical protheses industry. Technovation 26: 932-942.

Taguchi, G. (1987). System of experimental design, Engineering Methods to Optimize Quality and Minimize Costs. NY, Kraus International.

Taylor, C. T. and Z. A. Silberston (1973). The Economic Impact of the Patent System: a Study of the British Experience. London, Cambridge University.

Tong, X. and J. D. Frame (1994). Measuring national technological performance with patent claims data. Research Policy 23(2): 133-141.

Trajtenberg, M. (1990). A Penny for Your Quotes: Patent Citations and the Value of Innovations? RAND Journal of Economics 21: 172-189.

Trajtenberg, M., R. Henderson and A. Jaffe (1997). University Versus Corporate Patents: A Window on the Basicness of Invention. Economics of Innovation and New Technology 5: 19-50.

Tzokas, N., S. Hart, P. Argouslidis and M. Saren (2000). Industrial Export Pricing Practices in the United Kingdom. Industrial Marketing Management 29: 191-204.

Vanegas, L. V. and A. W. Labib (2001). Application of new fuzzy weighted average method to engineering design evaluation. International Journal of Production Research 39(6): 1147-1162.

Verbeek, A. and K. Debacker (2006). Patent evolution in relation to public/private R&D investment and corporate profitability: Evidence from the United States. Scientometrics 66(2): 279-294.

Verbeek, A., K. Debackere and M. Luwel (2003). Science cited in patents: A geographic "flow" analysis of bibliographic citation patterns in patents. Scientometrics 58: 241-263.

Veugelers, R. (1998). Collaboration in R&D: An assessment of theoretical and empirical findings. De economist 146(3): 419-443.

Veugelers, R. and B. Cassiman (2005). R&D cooperation between firms and universities Some empirical evidence from Belgian manufacturing. International Journal of Industrial Organization 23: 355-379.

Walters, P. (1989). A Framework for Export Pricing Decisions. Journal of Global Marketing Science 2.

Wilke, R. and T. Ritter (2006). Levels of Analysis in Business-to-Business Marketing. Journal of Business-to-Business Marketing 13(3): 39-64.

Wuyts, S., S. Dutta and S. Stremersch (2004). Portfolios of Interfirm Agreements in Technology-Intensive Markets: Consequences for Innovation and Profitability. Journal of Marketing 68: 88-100.

Zadeh, L. A. (1965). Fuzzy sets. Information and Control 8(3): 338-353.

Zanakis, S. H., A. Solomon, N. Wishart and S. Dublish (1998). Multi-attribute decision making: A simulation comparison of select methods. European Jouranl of Operational Research 107: 507-529.

Zimmermann, H. J. (1991). Fuzzy set theory and its application. Boston, Kluwer Academic.