A Novel Pythogorean Fuzzy-SWARA-CRITIC-COPRAS Method for Evaluating the Barriers to Developing Business Model Innovation for Sustainability

Abstract

The present study proposes a novel integrated SWARA-CRITIC-COPRAS under the Pythagorean fuzzy (PF) environment to evaluate the barriers to developing the sustainable business model innovation (SBMI). To this end, the barriers were identified through the literature review and evaluated by three decision experts using linguistic variables. The PF-SWARA and the PF-CRITIC method were applied to calculate the weight of the subjective and objective barriers, and the PF-COPRAS was applied to evaluate alternatives concerning the identified weighted barriers, and sensitivity and comparative analyses were performed to evaluate the proposed method's performance. The results indicated that “lack of awareness” is the most significant barrier to SBMI and the proposed method is accurate, applicable, and reliable due to its sensitivity to weight changes