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


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.

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Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
Additional Information: This article is © Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Uncontrolled Keywords: developing marketing strategies,group Delphi,fuzzy logic,expert systems,marketing strategies,managerial judgement managerial intuition,decision confidence,group consensus,strategic factors,helping strategic thinking,analysis,judgement,Marketing
Publication ISSN: 1758-8049
Last Modified: 02 Jul 2024 07:01
Date Deposited: 26 Oct 2009 16:00
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://www.emer ... 5&show=abstract (Publisher URL)
PURE Output Type: Article
Published Date: 2002
Authors: Li, Shuliang
Davies, Barry
Edwards, John (ORCID Profile 0000-0003-3979-017X)
Kinman, Russell
Duan, Yanqing



Version: Accepted Version

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