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

Authors:
Shuliang Li;Jim Zheng Li
Affiliations:
Westminster Business School, University of Westminster, 35 Marylebone Road, London NW1 5LS, United Kingdom;Department of Computing, Imperial College London, 180 Queen's Gate, South Kensington Campus, London SW7 2AZ, United Kingdom
Venue:
Expert Systems with Applications: An International Journal
Year:
2010

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Abstract

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 system's 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.