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.

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.
Publication ISSN: 1758-8049
Last Modified: 29 Nov 2023 10:02
Date Deposited: 26 Oct 2009 16:00
Full Text Link: 10.1108/02634500210441521
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
Kinman, Russell
Duan, Yanqing



Version: Accepted Version

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