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


Autoria(s): Li, Shuliang; Davies, Barry; Edwards, John; Kinman, Russell; Duan, Yanqing
Data(s)

2002

Resumo

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.

Formato

application/pdf

Identificador

http://eprints.aston.ac.uk/2877/1/Li_revised.pdf

Li, Shuliang; Davies, Barry; Edwards, John; 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 and Planning, 20 (5), pp. 273-284.

Relação

http://eprints.aston.ac.uk/2877/

Tipo

Article

PeerReviewed