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This study employs the fuzzy analytic hierarchy process (AHP) method as an analytical tool to determine a unique competitive marketing strategy for a small tourism venture such as a privately owned hotel. The findings indicate that the differentiation strategy is the best competitive marketing strategy for allocating specific and limited resources and capabilities toward sustainable competitive advantage. <\/jats:p>","DOI":"10.1142\/s0219622010003828","type":"journal-article","created":{"date-parts":[[2010,4,7]],"date-time":"2010-04-07T07:11:14Z","timestamp":1270624274000},"page":"281-300","source":"Crossref","is-referenced-by-count":29,"title":["FUZZY GROUP DECISION MAKING IN PURSUIT OF A COMPETITIVE MARKETING STRATEGY"],"prefix":"10.1142","volume":"09","author":[{"given":"CHIN-TSAI","family":"LIN","sequence":"first","affiliation":[{"name":"Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, R.O.C."}]},{"given":"CHUAN","family":"LEE","sequence":"additional","affiliation":[{"name":"Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, R.O.C."}]},{"given":"CHENG-SHIUNG","family":"WU","sequence":"additional","affiliation":[{"name":"Department of Hotel and Restaurant Management, Chia-Nan University of Pharmacy and Science, 60, Section 1, Erh-Jen Road, Pao-An, Jen-Te Hsiang, Tainan 717, Taiwan, R.O.C."}]}],"member":"219","published-online":{"date-parts":[[2011,11,20]]},"reference":[{"key":"rf1","doi-asserted-by":"publisher","DOI":"10.1177\/0092070399272002"},{"key":"rf2","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(03)00109-7"},{"key":"rf3","doi-asserted-by":"publisher","DOI":"10.1016\/0019-8501(90)90010-S"},{"key":"rf4","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.40.3.295.19235"},{"key":"rf5","first-page":"99","volume":"17","author":"Barney J. 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