Use of expert systems in international marketing: An application for co‐operative venture partner selection
by Cavusgil, S. Tamer, Cuneyt Evirgen
European Journal of Marketing 31, no. 1 (1997): 73 – 86
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.