The COMSTRAT model: development of an expert system in strategic marketing

Moutinho, L., Curry, B. and Davies, F. (1993) The COMSTRAT model: development of an expert system in strategic marketing. Journal of General Management, 19(1), pp. 32-47.

Abstract

The author of this article is to examine the scope for applying expert system (ES) techniques in the context of strategic decision-making. An ES is a valuable tool for capturing and disseminating knowledge and skill, often to create a competitive advantage. Computer models used in support of strategic thinking in management must present direct comparisons between a firm and its competitors. The conventional approach deals with quantitative variables, which are linked together through algebraic functions. This approach includes a wide range of models which are not necessarily implemented through the medium of computers. Descriptive models may be implemented in spreadsheets and other software modelling tools. The COMSTRAT model which is described in this study, has been developed with the objective of helping marketing managers to analyze the position of their company relative to their competitors, in a particular business or product area, and then suggesting ways in which this position might be improved.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz
• Authors: Moutinho, L., Curry, B., and Davies, F.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of General Management
• ISSN: 0306-3070