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Measuring production and marketing efficiency using grey relation analysis and data envelopment analysis. (English) Zbl 1197.90270
Summary: The aim of this paper is to measure production and marketing efficiencies in the printed circuit board (PCB) industry using grey relation analysis (GRA) and data envelopment analysis (DEA) techniques. A total of 32 efficiency indicators are initially considered and seven are selected. They represent five indicators for production efficiency and two for marketing efficiency. Fifteen of the 23 companies evaluated need improvement in both production and marketing efficiencies, while four companies had their priority production efficiency improvement and the remaining four companies with priority in marketing efficiency improvement.

MSC:
90B60 Marketing, advertising
90B50 Management decision making, including multiple objectives
90C05 Linear programming
Software:
DEAFrontier; Excel
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