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

Shuliang Li (Westminster Business School, University of Westminster, London, UK)
Barry Davies (Gloucestershire Business School, Cheltenham and Gloucester College of Higher Education, Cheltenham, UK)
John Edwards (Aston Business School, Aston University, Birmingham, UK)
Russell Kinman (Luton Business School, University of Luton, Luton, UK)
Yanqing Duan (Luton Business School, University of Luton, Luton, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 September 2002

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.

Keywords

Citation

Li, S., Davies, B., Edwards, J., Kinman, R. and Duan, Y. (2002), "Integrating group Delphi, fuzzy logic and expert systems for marketing strategy development: the hybridisation and its effectiveness", Marketing Intelligence & Planning, Vol. 20 No. 5, pp. 273-284. https://doi.org/10.1108/02634500210441521

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited