Group Decision-Making Model Based on 2-Tuple Fuzzy Linguistic Model and AHP Applied to Measuring Digital Maturity Level of Organizations

In the digital era, companies have experienced a progressive change in their business models, which has led them to develop greater agility to adapt to changing environments, and the necessity to properly manage the group decision making in these companies is patent. This paper shows how fuzzy models are utilized in group decision making. In this context, one of the most important group decisions to be adopted is how to manage the digital transformation of the company, drawing up the best possible roadmap. To achieve this goal, this paper proposes a new methodology improvement of group decision making based on a fuzzy 2-tuple linguistic model and the analytic hierarchy process (AHP) method. The suggested methodology proposes the calculation of the digital maturity level (DML) of companies based on five of the most cited and agreed upon criteria in the existing literature. The methodology proposed in this paper was tested and validated for the business case of Spanish SMEs through three different clusters to derive global recommendations tailored to each specific cluster and company segments, using a sample of 1428 companies. The main fundings reveal that the digital maturity level directly impacts on the size of the company and its digital mindset in the sense of driving change management processes. As future works, authors recommend extending the model to any industry using the proposed methodology and evaluate disruptive technologies such as artificial intelligence (AI) in supporting the digital transformation of SMEs.