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.
|Number of pages||12|
|Journal||Marketing Intelligence and Planning|
|Publication status||Published - 2002|
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- developing marketing strategies
- group Delphi
- fuzzy logic
- expert systems
- marketing strategies
- managerial judgement managerial intuition
- decision confidence
- group consensus
- strategic factors
- helping strategic thinking