摘要：This article presents a building proposal of a model that allows identify competition criteria for organization improvement of small industry, with aim on relationship marketing. For that purpose, we embraced the Multi- Criteria Decision Ainding Methodologies - MCDA - which is a personalized procedure based upon the constructivist paradigm. This is a qualitative method, as it has subjective features and based on qualitative observations from natural phenomenon, taking into consideration the changeable characteristic of the phenomenon, there isn't absolute concerns about the control of the variables. The dif ferential in this research lies in its capability to interact in two fields: Relationship Marketing, which is generally measured through tendencies and perceptions of the market, and the MCDA, which seeks to generate knowledge through the interaction of objectives as well as subjective aspects
