Abstract

This paper presents a three-stage mixed approach towards formulating global marketing strategies and related e-commerce strategies. Aiming at supporting the key stages of the strategy development process, the mixed approach combines the advantages of a fuzzy expert system with the strengths of judgment and intuition from a group of decision-makers. The overall value of the mixed approach is evaluated with 46 MSc students in Business IT and Information Management at a British business school. The evaluation findings suggest that the mixed approach is effective in terms of the 11 measurements used.

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