Expert Systems in International Marketing

Authors

E. Kaynak, School of Business Administration, Pennsylvania State University, Middletown, Pennsylvania, USA and Department of Marketing, Helsinki School of Economics and Business Administration, Helsinki, Finland
K. Venkataraman, Ford New Holland, New Holland, Pennsylvania, USA

Document Type

Research Article

Abstract

This article examines the use of expert systems in international marketing. In view of the increasing importance of internationalization of business around the world, a new generation of computer information systems known as Expert Systems offer a unique potential in international market entry and constantly changing global market conditions. The specific purposes of this paper are to develop a set of evaluative criteria for the use of expert systems, examine the nature of decisions in major international marketing decision areas, and evaluate each decision area against the set of criteria to determine if expert systems are suitable for that decision area.

DOI

10.1177/026839629200700407

Recommended Citation

Kaynak, E. and Venkataraman, K. (1992) "Expert Systems in International Marketing," Journal of Information Technology: Vol. 7: Iss. 4, Article 7.
DOI: 10.1177/026839629200700407
Available at: https://aisel.aisnet.org/jit/vol7/iss4/7