Using fuzzy logic based evidence for Bulgarian winery market competitiveness

A fuzzy set based evidence set methodology is developed in this paper to address a wine management decision about whether or not to undertake a product introduction, and if so, in what cost range. The basis for this decision is competitiveness of the marketplace and cost based on the perception of related selling price and profitability. The paper presents an application utilizing simulated results and expert opinions acquired through collaboration with Bulgarian institutions of higher education.