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Organizations of all types need to address a common problem of limited capital. This creates an additional burden that the decision-makers of organizations have to manage. Key decisions need to result in the best outcomes for the use of the capital. Organizations that do poorly with these decisions will increase their hazard of mortality. They need to use tools that will increase the positive outcomes of their decisions. Most often organizations view the criteria that their stakeholders value as known attributes. Some of the most notable failures of businesses in the past decades can be directly linked with organizations not knowing the importance that their key stakeholders placed on certain attributes. Kodak developed a digital camera in 1975 and did not assess the value this technology would have for its customers. In 1985, Coca-Cola thought by expanding their niche width to include "New Coke", success would follow. They did not foresee that the audience would not see this as authentic Coke. This paper addresses the issues organizations have identifying the selection criteria, as well as the magnitude of the criteria. Audiences have the final decision of which products they will consume. My study will show how the Analytic Hierarchy Process, herein after referred to as AHP, can be used as a diagnostic tool to reveal the attributes that an audience views as vital in meeting their needs and having the product or service viewed as authentic. The results of the AHP can then be used by the organization to develop a strategy that should increase the organization's competitive advantages.

Using AHP as a Diagnostic Tool to Reveal an Audiences Authentic Needs and Develop a Strategy, to Achieve Competitive Advantages