Validating Expert Systems in International Marketing

Suggests that the field of international marketing is a new application area of expert systems in recent years. Presents a formal,systematic and rigorous methodology for validating and evaluating expert systems and, most specifically, two expert systems developed for international marketing. The CEVAL Validation Methodology is a sequential and multiple‐criteria process. It evaluates expert systems on the following dimensions: correctness of reasoning techniques, quality of decision/advice, and efficiency and effectiveness of the system.