A Unified Multiplicative Group Best-Worst Method with a New Assessment Approach for Dissimilar Markets

The Best-Worst Method (BWM) is a recently introduced, innovative multi-criteria decision-making (MCDM) technique used to determine criterion weights for selection processes. However, another method is needed to complete the selection of the most preferred alternative. In this research, we propose a group decision-making methodology based on the multiplicative BWM to make this selection. Furthermore, we give new models that allow for groups with different best and worst criteria to exist. This capability is crucial in reconciling the differences among experts from various geographical locations with diverse evaluation perspectives influenced by social and cultural disparities. Our work contributes significantly in three ways: (1) we propose a BWM-based methodology for evaluating alternatives, (2) we present new linear models that facilitate decision-making for groups with different best and worst criteria, and (3) we develop a dissimilarity ratio to quantify the differences in expert opinions. The methodology is illustrated via numerical experiments for a global car company deciding which car model alternative to introduce in its markets.