<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0012-7353</journal-id>
<journal-title><![CDATA[DYNA]]></journal-title>
<abbrev-journal-title><![CDATA[Dyna rev.fac.nac.minas]]></abbrev-journal-title>
<issn>0012-7353</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0012-73532022000100187</article-id>
<article-id pub-id-type="doi">10.15446/dyna.v89n220.92289</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Improvement of competitiveness through the application of analytic hierarchy process, game theory, decision trees and design of experiments tools]]></article-title>
<article-title xml:lang="es"><![CDATA[Mejora en competitividad mediante la aplicación de herramientas de proceso de análisis jerárquico, teoría de juegos, árboles de decisión y diseño de experimentos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Romero-Martínez]]></surname>
<given-names><![CDATA[Lizeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chincoya-Benítez]]></surname>
<given-names><![CDATA[Lillian Itzel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flores-Camacho]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Nativitas]]></surname>
<given-names><![CDATA[Karla Gabriela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Caballero-Morales]]></surname>
<given-names><![CDATA[Santiago Omar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Popular Autónoma del Estado de Puebla Faculty of Business and Engineering ]]></institution>
<addr-line><![CDATA[Puebla ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2022</year>
</pub-date>
<volume>89</volume>
<numero>220</numero>
<fpage>187</fpage>
<lpage>194</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0012-73532022000100187&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0012-73532022000100187&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0012-73532022000100187&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Competitiveness is important for all companies. Because qualitative and quantitative factors are associated with it, strategic decisions must be supported by different analytical tools. In this work, we describe the application of specific tools to improve the expansion strategy for a food supplements company which is facing strong competitors. Two main alternatives were considered: increasing the production of the current products, and extending the company's portfolio by adding new products. In contrast to other works, the competitors' key features and likely response were considered as determinant factors for the assessment of these alternatives. These were addressed through analytic hierarchy process and game theory tools. Then, economic assessment and optimization of the new products' features were addressed through decision tree and design of experiments tools. The results of this approach corroborate its suitability for other companies where appropriate strategic actions must be formulated in advance of the possible competitors' response to increase competitiveness.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La competitividad es importante para todas las empresas. Debido a que hay factores cualitativos y cuantitativos asociados, las decisiones estratégicas deben estar respaldadas por diferentes herramientas analíticas. En este trabajo describimos la aplicación de herramientas específicas para mejorar la estrategia de expansión de una empresa de suplementos alimenticios que se enfrenta a fuertes competidores. Se consideraron dos alternativas principales: aumentar la producción de los productos actuales, y ampliar su portafolio agregando nuevos productos. A diferencia de otros trabajos, las características clave de los competidores y la respuesta probable se consideraron factores determinantes para la evaluación de las alternativas. Estos se abordaron a través de herramientas de Proceso de Jerarquía Analítica (AHP) y Teoría de Juegos. Luego, la evaluación económica y la optimización de las características de los nuevos productos se abordaron a través de las herramientas de Árbol de Decisión y Diseño de Experimentos. Los resultados de este enfoque corroboran su idoneidad para otras empresas donde se deben formular acciones estratégicas adecuadas con anterioridad a la respuesta de los posibles competidores para incrementar la competitividad.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[AHP]]></kwd>
<kwd lng="en"><![CDATA[game theory]]></kwd>
<kwd lng="en"><![CDATA[decision trees]]></kwd>
<kwd lng="en"><![CDATA[design of experiments]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[AHP]]></kwd>
<kwd lng="es"><![CDATA[teoría de juegos]]></kwd>
<kwd lng="es"><![CDATA[árbol de decisión]]></kwd>
<kwd lng="es"><![CDATA[diseño de experimentos]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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