Порівняння методів

	SWOT-AHP Hybrid Analysis	Strategic Importance-Performance Analysis
Галузь	Стратегічний менеджмент	Стратегічний менеджмент
Родина	MCDM	Process / pipeline
Рік появи	2000	1977
Автор методу	Mikko Kurttila, Mauno Pesonen, Jyrki Kangas & Miika Kajanus	John A. Martilla & John C. James
Тип	Hybrid multi-criteria SWOT prioritization	Two-dimensional attribute prioritization grid
Основоположне джерело	Kurttila, M., Pesonen, M., Kangas, J., & Kajanus, M. (2000). Utilizing the analytic hierarchy process (AHP) in SWOT analysis — a hybrid method and its application to a forest-certification case. Forest Policy and Economics, 1(1), 41-52.	Martilla, J. A., & James, J. C. (1977). Importance-Performance Analysis. Journal of Marketing, 41(1), 77-79.
Інші назви	A'WOT Analysis, Quantified SWOT Analysis, AHP-Weighted SWOT, Hybrid SWOT-AHP Prioritization	Strategic IPA Grid, Importance-Performance Matrix for Strategy, Attribute Prioritization Grid, Action Grid Analysis
Пов'язані	3	3
Підсумок	SWOT-AHP, also called A'WOT, is a hybrid strategy method that quantifies an ordinary SWOT analysis by applying the Analytic Hierarchy Process to its factors. Kurttila, Pesonen, Kangas, and Kajanus introduced the technique in 2000, motivated by the fact that classic SWOT lists strengths, weaknesses, opportunities, and threats without saying which matter most. By treating the four SWOT groups and the factors within them as an AHP hierarchy and eliciting pairwise comparisons on Saaty's 1-9 scale, the method derives numerical priority weights for every SWOT factor. The result is a SWOT analysis whose factors are ranked and commensurable, so strategists can see not just what the relevant factors are but how important each one is relative to the others.	Strategic importance-performance analysis (IPA) is a simple, visual method for prioritizing attributes by plotting how important each one is against how well the organization performs on it. Martilla and James introduced IPA in 1977 to help managers translate satisfaction research into action, arguing that measuring performance alone is not enough — you must know which attributes matter. The two dimensions define a grid with four action quadrants, from 'concentrate here' (high importance, low performance) to 'possible overkill' (low importance, high performance). Used strategically, IPA turns a list of capabilities, service features, or strategic factors into a clear map of where to invest, where to maintain, and where resources may be wasted, making it a lightweight complement to more formal prioritization tools.