Shuliang Li

The development of a hybrid intelligent system for developing marketing strategy

Abstract In this paper, the development of a hybrid intelligent system for developing marketing strategy is described. The hybrid system has been developed to: provide a logical process for strategic analysis; support group assessment of strategic marketing factors; help the coupling of strategic analysis with managerial intuition and judgement; help managers deal with uncertainty and fuzziness; and produce intelligent advice on setting marketing strategy. In this system, the strengths of expert systems, fuzzy logic and artificial neural networks (ANNs) are combined to support the process of marketing strategy development. Moreover, the advantages of Porters five forces model and the directional policy matrices (DPM) are also integrated to assist strategic analysis. In the paper, the software architecture of the hybrid system is discussed in details. Particularly, the group assessment support module, the fuzzification of strategic factors, and the fuzzy reasoning for setting marketing strategy are addressed. In addition, the empirical field work on evaluating the hybrid system is also summarised. The empirical evidence indicates that the hybrid intelligent system is helpful and useful in supporting the development of marketing strategy.

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.

Computer-based support for marketing strategy development

Reports on an investigation of computer‐based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is clarified. The needs for computer‐based support are identified. The status and underlying problems of existing computer‐based information systems for developing marketing strategy are then examined. Finally, a mail questionnaire survey on computer‐based support for developing marketing strategy is discussed. The major issues addressed in the survey were: managers’ needs for computer‐based support in developing marketing strategy; the current provision of computer‐based information systems; and the gaps between the identified needs and current provision. It is believed that this was the first study to use a large‐scale questionnaire survey to explore these issues. The findings provide important evidence and implications for both researchers and designers of computer‐based support for marketing strategy development.

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.

AgentStra: an Internet-based multi-agent intelligent system for strategic decision-making

This article reports the development and experimental evaluation of an Internet-enabled multi-agent prototype system, called AgentStra, for developing marketing strategies, competitive strategies and associated IT/IS/e-commerce strategies. Firstly, the multi-agent architecture of the AgentStra system is presented with relevant strategy agents described. Secondly, the logical flow and screen examples of the system execution are illustrated with guidelines on coupling AgentStra with human judgement proposed. Thirdly, the pilot evaluation of the systems effectiveness and efficiency is documented with preliminary findings discussed. Finally, the conclusions are drawn with further research work envisaged.

A Web-enabled hybrid approach to strategic marketing planning: Group Delphi+a Web-based expert system

A Web-enabled hybrid approach to strategic marketing planning is established in this paper. The proposed approach combines the group Delphi technique with a Web-based expert system, called WebStra (developed by the author), to support some key stages of the strategic marketing planning process. The Web-enabled approach is based upon client-server architecture that enables the sharing and delivery of computerised planning models and knowledge via the Internet, intranets or extranets, which allows widespread access by authorised users around the clock, across the world or throughout the company. In order to assess the overall value of the proposed approach, case-based evaluation work has been undertaken. Evaluation findings indicate that the approach is effective and efficient in terms of overcoming time and geographical barriers, saving decision-making time, coupling analysis with human judgment, helping improve decision-making quality, etc.

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.

GloStra – a hybrid system for developing global strategy and associated Internet strategy

An intelligent hybrid system, called GloStra (developed by the author), for developing global marketing strategy and associated Internet marketing strategy is reported in this paper. The hybrid system is built to integrate the strengths of expert systems, fuzzy logic, artificial neural networks and decision support technology; and to link the development of global marketing strategy with the formulation of associated Internet marketing strategy. In the paper, the system architecture, the functional modules of the hybrid system and other associated technical issues are addressed. The directions for further research in this field are also highlighted.

Developing marketing strategy with MarStra: the support system and the real‐world tests

Explores the potential of a hybrid intelligent system in supporting marketing strategy development. First, a hybrid intelligent system for developing marketing strategy, called MarStra (developed by the author), is outlined. Then discusses the real‐world tests of MarStra with marketing directors in five large UK companies. Empirical evidence from the companies involved indicates that MarStra is very helpful and useful in: providing strategic analysis guidance; coupling strategic analysis with managerial judgement; helping strategic thinking; dealing with fuzziness and uncertainty; and supporting group assessment of strategic marketing factors. The intelligent outputs generated by MarStra were reported to be surprisingly accurate, mostly sound and useful prompts.

A framework for a hybrid intelligent system in support of marketing strategy development

A framework for a hybrid intelligent support system is proposed, on the basis of a discussion of the main problems of current computer-based support systems and the roles for computer-based systems in developing marketing strategy. The objectives of the framework are: to integrate the strengths of different support techniques and technologies; to assist strategic analysis; to couple strategic analysis with managers’ judgement; to help managers deal with uncertainty; and to aid strategic thinking. Within this framework, the benefits of different strategic analysis models are combined to offer enhanced support for a logical sequence of strategic analysis, while the advantages of diverse support techniques and technologies are integrated and fitted to support different aspects of the marketing strategy development process. As well as the theoretical basis for the proposed framework, the paper also examines the associated technical issues.