Jim Zheng Li

Hybridising human judgment, AHP, simulation and a fuzzy expert system for strategy formulation under uncertainty

A hybrid approach that combines human judgment, analytic hierarch process (AHP), simulation and a fuzzy expert system for formulating marketing strategies and related Internet strategies is proposed and evaluated in the paper. Within this approach, AHP is utilised to perform pairwise comparisons and assist the decision-maker to determine the relative importance of relevant factors affecting strategic decision-making. Monte Carlo simulation is employed to estimate the scores for the strategic factors or variables on the basis of human judgmental inputs and the triangular probability distribution. The fuzzy expert system is applied to fuzzify the aggregated inputs using trapezoidal membership functions, undertake approximate reasoning and generate strategic recommendations with certain degree of confidence. These techniques and technologies are hybridised by using an intercommunication job-sharing method with human judgment incorporated. Empirical evaluation findings from six managers indicate that the hybrid approach is efficient and effective in supporting and improving both the process and the outcomes of strategy formulation.

AgentsInternational: Integration of multiple agents, simulation, knowledge bases and fuzzy logic for international marketing decision making

The main purpose of this study is to investigate the use of multi-agent based hybrid intelligent systems in support of international marketing planning. In the paper, a conceptual framework is put forward and briefly discussed. A multi-agent hybrid system integrating multiple software agents, simulation, knowledge bases and fuzzy logic for international marketing decision making is then presented. Furthermore, the evaluation procedure and findings on the systems usefulness are reported. Through evaluation studies with eight managers, we show how the multi-agent hybrid approach is effective in supporting the decision making process and improving its outcomes.

WebInternational: Combining Web-based knowledge automation, fuzzy rules and on-line databases for international marketing planning

This paper is concerned with linking Web-based decision aid techniques and technologies for international marketing planning and exploring the value of such integration. Firstly, a theoretical framework for supporting the international marketing planning process is proposed and presented. Secondly, a Web-enabled hybrid intelligent software system combining Web-based knowledge automation, fuzzy rules and on-line databases for international marketing decision-making is introduced and described. Thirdly, the evaluation procedure and findings on the systems value are reported and analysed. Our evaluation results with ten involved managers demonstrate the efficiency and effectiveness of this Web-based approach.

Linking Social Media with Open Innovation: An Intelligent Model

A hybrid intelligent model for linking social media with open innovation strategies, processes and diffusion is proposed and discussed in this paper. In order to deal with the various facets or properties of the open innovation problem, we recommend and present a new paradigm and framework for integrating the strengths or advantages of intelligent software agents, fuzzy logic, expert systems, complex adaptive system theory, the analytic hierarchy process, simulation technique, and hybrid intelligent system method. The theoretical underpinning and rationale for the hybrid framework are provided. In addition, the effectiveness and efficiency of using social media, artificial intelligence, groupware and group decision support systems, and other decision support techniques and technologies in open innovation management are explored. Furthermore, research hypotheses on this topic are formulated.

A Web-Based Hybrid System for Evaluating Marketing and e-Commerce Web Site Performance

In the globalised markets with changing customer demands, linking manufacturing or production with sound marketing strategies and effective marketing performance management becomes increasingly important. In this paper, a Web-based hybrid system, WebMarP (created by the authors), for evaluating marketing and e-commerce Web site performance is introduced. The proposed novel approach integrates the strengths of the analytic hierarchy process, Web-based expert system, online fuzzy rules and graphical displays. The software system architecture is outlined with input and output screen samples illustrated. Initial evaluation work is also reported with evaluation findings briefly presented.

A Mathematical, Computational and Symbolic Representation Framework Towards Digital Marketing Planning

The digital marketing strategy formulation problem is examined using a hybrid mathematical, computational, and fuzzy knowledge automation approach. The framework is introduced, developed and tested by the first and second-named authors as a new solution for conducting strategic analysis, producing digital marketing strategy alternatives, and making strategic choices. A Web-based software example is provided to demonstrate how the framework functions with evaluation results highlighting how the process and outcomes of digital marketing strategy formulation may be enhanced.

A Hybrid Paradigm for Modeling, Simulation and Analysis of Brand Virality in Social Media

Enhancing brand awareness through online social networks is increasingly pivotal to business success. This paper is concerned with a hybrid paradigm for modeling, simulation and analysis of brand virality in social media. In particular, mathematical models and graphical animation are proposed and formulated to represent the spread and viral process of a brand over social Web and mobile networks. Simulation prototype are also created to illustrate relevant ideas and concepts. Furthermore, a fuzzy logic-based framework is developed to evaluate the effectiveness and efficiency of brand virality. Our work provides a solid foundation for further investigation in this field.