The New Fuzzy SWOT: Empirical Application with Expertons

The aim of this work is to analyze and improve the SWOT technique, considered one of the most classic analytical techniques in the field of strategy. The findings show how an instrument of fuzzy logic can measure the degree of strength of factors that correspond to the strengths, weaknesses, opportunities, and threats which correspond to a particular sector: in this case, that of the pharmaceutical sector of Paraguay. Its originality consists of working with Expertons, an instrument which maintains the information of all studied experts intact in order to obtain a better result. From this, a model which captures and measures the level of importance of each of the SWOT factors is developed. Future research are suggested which integrate Fuzzy-SWOT and Fuzzy-Delphi to work with classic fuzzy numbers, triangular fuzzy numbers, and trapezoidal fuzzy numbers in order to obtain a more complete and complex Fuzzy-SWOT model which better reflects reality.