Affiliations: [a] İstanbul Ticaret Üniversitesi, Institute of Science and Technology, Istanbul, Turkey
| [b] İstanbul Ticaret Üniversitesi, Faculty of Engineering, Industrial Engineering, Istanbul, Turkey
Correspondence:
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Corresponding author. Mahmut Mahir Kurt, İstanbul Ticaret Üniversitesi, Institute of Science and Technology, Istanbul, Turkey. E-mail: mahmutmahirkurt@gmail.com.
Abstract: Retail e-commerce has been growing over the years by attracting entrepreneurs’ attention. Increasing interest in retail e-commerce has affected competition and made it necessary to choose the right competition strategy. This study aims at selecting the right competition strategy to be successful in retail e-commerce under vague and imprecise conditions. AHP and TOPSIS methods are used under intuitionistic fuzzy environment, which allows decision-makers to reflect their hesitation in their judgements. After a literature review on retail, e-commerce, and competition strategy, the main criteria and sub-criteria of multicriteria retail e-commerce alternative selection are presented. Cost leadership, differentiation, and focusing strategies are evaluated as competitive strategies, based on the opinions of experts collected through a questionnaire. The results of the study show that the strategies are ranked as differentiation, focus, and cost leadership strategies, respectively.
