INFLUENTIAL ANALYSIS, PRIORITIZATION AND MAPPING OF STRATEGIC GOALS WITH FUZZY DEMATEL: AN EMPIRICAL CASE STUDY IN A TURKISH UNIVERSITY

The universities are forced to seek the ways to evaluate strategic goals and improve operational performance to obtain a competitive advantage. This is required for attracting more qualified students and reaching to higher quality standards. Thus, an efficient decision making approach should be followed in order to examine strategic goals of a university. Developing a strategy map along this line would be a useful tool which is a diagram that can be used to illustrate cause and effect relationship of the primary strategic goals being pursued by an organization. The aim of the study is to evaluate strategic goals of a university in Turkey to figure out influential relationship among the goals, prioritize them and finally classify the strategic goals into cause and effect groups. For this purpose, fuzzy DEMATEL approach was implemented and the interrelationships among the strategic goals were illustrated on a strategy map.