PRIORITISING COMPETITIVE STRATEGIES BASED ON THE ANP APPROACH: A CASE OF THE LATVIAN TELECOMMUNICATION COMPANY

The present study provides a comparative analysis of development strategy selection and presents an overview of multiple-criteria decision analysis (MCDA) in strategic management. The main aim of the paper is to use the analytic network process (ANP) as one of MCDA methods for determining the best strategy. Based on expert opinions and analytic hierarchy process (AHP), the authors have identified and evaluated SWOT analysis factors used for the development of a company strategy. To investi-gate the interaction of external and internal environment, the authors have used the ANP that allows obtaining relative measurement of the influence of SWOT elements. The ANP is useful with regard to interdependent relationship between multi-objectives and multi-stakeholders’ environment. The algo-rithm of quantitative evaluation of telecommunication company strategies is also presented in the paper.