2-Tuple Representation Model Integrated Optimization Procedure for Strategy Selection in Sustainable Marketing

This study presents an integrated decision-making approach combining the 2-tuple linguistic representation model with a common-weight data envelopment analysis (DEA) method to identify the most effective sustainable marketing strategy. The proposed framework processes linguistic and numerical data from multiple sources without information loss. The common-weight DEA model enables a unified performance evaluation and ranking of decision-making units through a single mixed-integer linear programming formulation. A case study in the Turkish fast-moving consumer goods sector illustrates the method’s applicability in selecting the optimal strategy. The main contributions include the first integration of the 2-tuple model into sustainable marketing, the initial application of DEA in this domain, and the novel combination of linguistic modeling with mixed-integer programming. The proposed approach provides marketing executives with a robust, objective tool for strategic decision-making to advance sustainability.