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

  • Shuliang Li
    ,
  • Barry Davies
    ,
  • John Edwards
    ,
  • Russell Kinman
    ,
  • Yanqing Duan
Research Output:
Contribution to journal
Article
 Peer-review

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.

Publication Information

Output type

Research Output:
Contribution to journal
Article
 Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 273-284

Journal (Volume, Issue Number)

Marketing Intelligence and Planning (Volume 20, Issue 5)

Publication milestones

  • Published - 01/01/2002

Publication status

Published - 01/01/2002

ISSN

0263-4503

Publication IDs

  • handle.net: 10547/251055
  • Scopus: 84986166720

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