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Supporting Strategic Product Portfolio Planning by Market Simulation

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Karsten Kieckhäfer

    (Technische Universität Braunschweig)

  • Thomas Volling

    (Technische Universität Braunschweig)

  • Thomas Stefan Spengler

    (Technische Universität Braunschweig)

Abstract

In this paper, the authors propose a decision support for the strategic planning of the future powertrain and vehicle portfolio in the automotive industry. They use a hybrid market simulation approach for a simultaneous consideration of aggregated system and individual consumer behavior. This non-traditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.

Suggested Citation

  • Karsten Kieckhäfer & Thomas Volling & Thomas Stefan Spengler, 2012. "Supporting Strategic Product Portfolio Planning by Market Simulation," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 6, pages 123-147, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_6
    DOI: 10.1007/978-3-8349-3722-3_6
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    Citations

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    Cited by:

    1. Florian Kellner & Bernhard Lienland & Sebastian Utz, 2021. "A multi‐criteria decision‐making approach for assembling optimal powertrain technology portfolios in low GHG emission environments," Journal of Industrial Ecology, Yale University, vol. 25(6), pages 1412-1429, December.
    2. Huth, Christian & Kieckhäfer, Karsten & Spengler, Thomas Stefan, 2015. "Make-or-buy strategies for electric vehicle batteries—a simulation-based analysis," Technological Forecasting and Social Change, Elsevier, vol. 99(C), pages 22-34.
    3. Christian Thies & Christoph Hüls & Karsten Kieckhäfer & Jörg Wansart & Thomas S. Spengler, 2022. "Project portfolio planning under CO2 fleet emission restrictions in the automotive industry," Journal of Industrial Ecology, Yale University, vol. 26(3), pages 937-951, June.

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