Use of expert systems in international marketing: An application for co‐operative venture partner selection
Abstract
Scarcity of expert knowledge and complexity of decisions make decision making particularly difficult in international marketing. Hence, international marketing offers an appropriate domain for development of useful expert system application. Evaluation and selection of partners for international co‐operative ventures is one of the most complex and critical decisions made by managers. After a brief discussion of expert systems, presents an expert system application for co‐operative venture partner selection.
Keywords
Citation
Tamer Cavusgil, S. and Evirgen, C. (1997), "Use of expert systems in international marketing: An application for co‐operative venture partner selection", European Journal of Marketing, Vol. 31 No. 1, pp. 73-86. https://doi.org/10.1108/03090569710157043
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited