Enhancing knowledge-based systems with decision support tools: a case study in the marketing domain

2.50
Hdl Handle:
http://hdl.handle.net/10547/251022
Title:
Enhancing knowledge-based systems with decision support tools: a case study in the marketing domain
Authors:
Burrell, Philip; Duan, Yanqing
Abstract:
Knowledge-based systems have been successfully used in many areas, but in the domain of strategic planning, especially marketing planning, success has been less than satisfactory. Strategic decision making requires sophisticated analysis and expert judgements, and the use of knowledge-based systems in the domain, although having advantages, has been shown to have a number of limitations. The authors of this article encountered these limitations through their involvement in the development of a system for strategic marketing planning. The original purpose of the research was to develop a knowledge-based system to support the strategic marketing planning process but it was found that a knowledge-based system alone was not suitable for some types of the tasks. The system emerged as a hybrid system that integrates knowledge base technology with decision support tools. It was found that this type of hybrid system produces better results when supporting various types of decision-making tasks. This article examines the characteristics of the strategic planning domain and discusses why a knowledge base system, as a single system, has failed to tackle this complex planning process. The article then discusses the selection of the strategic marketing planning model used for the hybrid system, the overall system architecture, and how an enhanced operational research technique was used to introduce structure into a largely subjective process of assigning importance to various marketing factors. It concludes with some lessons learned through the development of the system and some results from experienced users.
Citation:
Enhancing Knowledge-Based Systems With Decision Support Tools: A Case Study in the Marketing Domain 1997, 1 (2):113-121 Failure and Lessons Learned in Information Technology Management
Publisher:
Cognizant Communication Corporation
Journal:
Failure and Lessons Learned in Information Technology Management
Issue Date:
1997
URI:
http://hdl.handle.net/10547/251022
DOI:
10.3727/108812897792458308
Additional Links:
http://openurl.ingenta.com/content/xref?genre=article&issn=1088-128X&volume=1&issue=2&spage=113; http://www.ingentaconnect.com/content/cog/fllitm/1997/00000001/00000002/art00005?token=004912830a7b76504c48663b256a3a766c426c6376386a332b257d7241255e4e6b6331908
Type:
Article
Language:
en
ISSN:
1088128X
Appears in Collections:
Business and Information Systems Research Centre (BISC)

Full metadata record

DC FieldValue Language
dc.contributor.authorBurrell, Philipen_GB
dc.contributor.authorDuan, Yanqingen_GB
dc.date.accessioned2012-11-05T16:03:30Z-
dc.date.available2012-11-05T16:03:30Z-
dc.date.issued1997-
dc.identifier.citationEnhancing Knowledge-Based Systems With Decision Support Tools: A Case Study in the Marketing Domain 1997, 1 (2):113-121 Failure and Lessons Learned in Information Technology Managementen_GB
dc.identifier.issn1088128X-
dc.identifier.doi10.3727/108812897792458308-
dc.identifier.urihttp://hdl.handle.net/10547/251022-
dc.description.abstractKnowledge-based systems have been successfully used in many areas, but in the domain of strategic planning, especially marketing planning, success has been less than satisfactory. Strategic decision making requires sophisticated analysis and expert judgements, and the use of knowledge-based systems in the domain, although having advantages, has been shown to have a number of limitations. The authors of this article encountered these limitations through their involvement in the development of a system for strategic marketing planning. The original purpose of the research was to develop a knowledge-based system to support the strategic marketing planning process but it was found that a knowledge-based system alone was not suitable for some types of the tasks. The system emerged as a hybrid system that integrates knowledge base technology with decision support tools. It was found that this type of hybrid system produces better results when supporting various types of decision-making tasks. This article examines the characteristics of the strategic planning domain and discusses why a knowledge base system, as a single system, has failed to tackle this complex planning process. The article then discusses the selection of the strategic marketing planning model used for the hybrid system, the overall system architecture, and how an enhanced operational research technique was used to introduce structure into a largely subjective process of assigning importance to various marketing factors. It concludes with some lessons learned through the development of the system and some results from experienced users.en_GB
dc.language.isoenen
dc.publisherCognizant Communication Corporationen_GB
dc.relation.urlhttp://openurl.ingenta.com/content/xref?genre=article&issn=1088-128X&volume=1&issue=2&spage=113en_GB
dc.relation.urlhttp://www.ingentaconnect.com/content/cog/fllitm/1997/00000001/00000002/art00005?token=004912830a7b76504c48663b256a3a766c426c6376386a332b257d7241255e4e6b6331908en_GB
dc.rightsArchived with thanks to Failure and Lessons Learned in Information Technology Managementen_GB
dc.subjectdecision support systemsen_GB
dc.subjectknowledge base systemsen_GB
dc.subjectmarketingen_GB
dc.subjectanalytic hierarchy processen_GB
dc.subjectstrategic managementen_GB
dc.titleEnhancing knowledge-based systems with decision support tools: a case study in the marketing domainen
dc.typeArticleen
dc.identifier.journalFailure and Lessons Learned in Information Technology Managementen_GB
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