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Marco Conceptual Del Yield Management Como Técnica De Gestión De La Capacidad Y La Demanda En Organizaciones De Servicios /


  • Chávez Miranda, M.E.
  • Ruiz Jiménez, A.


Con este trabajo se pretende contribuir a la difusión del Yield Management como una técnica de demostrada rentabilidad. Se define como técnica que, aplicada por ejemplo a hoteles, permite vender la habitación correcta, al precio correcto, al cliente adecuado y en el momento oportuno. El trabajo encuadra en primer lugar al Yield Management dentro de las distintas políticas de gestión de la capacidad y la demanda, después explicita sus fundamentos teóricos y formula cuál es su campo de aplicación. Por último, presenta los primeros resultados de una investigación sobre la aplicación de la técnica en el sector hotelero. / The aim of this paper is to contribute towards the diffusion of Yield Management as a technique that has been proved to deliver. It is defined as a technique that, when applied to hotels, for example, permits the right room to be sold at the right price, to the right customer, and at the right time. The paper begins by explaining whereYield Management fits in amongst the array of capacity and demand management policies, and then goes on to detail the theory on which it is based and to formulate its sphere of action. Finally, the first results from a study of the technique applied to the hotel industry are set out.

Suggested Citation

  • Chávez Miranda, M.E. & Ruiz Jiménez, A., 2005. "Marco Conceptual Del Yield Management Como Técnica De Gestión De La Capacidad Y La Demanda En Organizaciones De Servicios /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 11(1), pages 143-163.
  • Handle: RePEc:idi:jiedee:v:11:y:2005:i:1:p:143-163

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    References listed on IDEAS

    1. Wood, Van R. & Bhuian, Shahid & Kiecker, Pamela, 2000. "Market Orientation and Organizational Performance in Not-for-Profit Hospitals," Journal of Business Research, Elsevier, vol. 48(3), pages 213-226, June.
    2. Tse, Alan C. B. & Sin, Leo Y. M. & Yau, Oliver H. M. & Lee, Jenny S. Y. & Chow, Raymond, 2003. "Market orientation and business performance in a Chinese business environment," Journal of Business Research, Elsevier, vol. 56(3), pages 227-239, March.
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