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

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    Authors
    Burrell, Philip
    Duan, Yanqing
    Issue Date
    1997
    Subjects
    decision support systems
    knowledge base systems
    marketing
    analytic hierarchy process
    strategic management
    
    Metadata
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    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
    Burrell, P., Duan, Y. (1997) 'Enhancing Knowledge-Based Systems With Decision Support Tools: A Case Study in the Marketing Domain', Failure and Lessons Learned in Information Technology Management 1 (2):113-121
    Publisher
    Cognizant Communication Corporation
    Journal
    Failure and Lessons Learned in Information Technology Management
    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
    ae974a485f413a2113503eed53cd6c53
    10.3727/108812897792458308
    Scopus Count
    Collections
    Business and Information Systems Research Centre (BISC)

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