The Brand Crisis Management: Application of Analytic Network Process in the Automobile Business

摘要

This paper proposes an application of the analytic network process (ANP) for the selection of best operator for brand crisis management (BCM) practice in the automobile business. This survey is deal with solving "Who has best practices related to the BCM Implementation in the automobile business?" problem. In order to identification of the best practice criterias to the BCM is realized to interview with automobile managers, analysis of best practice surveys and BCM guidelines. BCM is required to serious investment, resources and integrated holistic approach. In this complex concept, many various criterias is important to best BCM implementation. ANP is used solving the problem, which it is include many measure and inderdependency. TAV Automobile Holding Co. and Fraport A.G. are determined as alternatives in the proposed ANP model.