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Integrating group Delphi, fuzzy logic and expert systems for marketing strategy development: the hybridisation and its effectiveness

Li, Shuliang and Davies, Barry and Edwards, John S. and Kinman, Russell and Duan, Yanqing (2002) Integrating group Delphi, fuzzy logic and expert systems for marketing strategy development: the hybridisation and its effectiveness. Marketing Intelligence & Planning, 20 (5). pp. 273-284. ISSN 0263-4503

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Official URL: http://www.emeraldinsight.com/10.1108/026345002104...

Abstract

A hybrid approach for integrating group Delphi, fuzzy logic and expert systems for developing marketing strategies is proposed in this paper. Within this approach, the group Delphi method is employed to help groups of managers undertake SWOT analysis. Fuzzy logic is applied to fuzzify the results of SWOT analysis. Expert systems are utilised to formulate marketing strategies based upon the fuzzified strategic inputs. In addition, guidelines are also provided to help users link the hybrid approach with managerial judgement and intuition. The effectiveness of the hybrid approach has been validated with MBA and MA marketing students. It is concluded that the hybrid approach is more effective in terms of decision confidence, group consensus, helping to understand strategic factors, helping strategic thinking, and coupling analysis with judgement, etc.

Item Type:Article
Uncontrolled Keywords:Delphi method, Expert systems, Fuzzy logics, Hybrid systems, Marketing planning, Marketing strategy
Research Community:University of Westminster > Westminster Business School
ID Code:723
Deposited On:20 Sep 2005
Last Modified:13 Oct 2011 12:29

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