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

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

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 system's value are reported and analysed. Our evaluation results with ten involved managers demonstrate the efficiency and effectiveness of this Web-based approach.