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Tinker Toys and Christmas Trees: Opening a New Merchandising Package for Amoco Oil Company

Author

Listed:
  • James S. Dyer

    (College of Business Administration, The University of Texas at Austin, Austin, Texas 78712)

  • Richard N. Lund

    (Standard Oil Company (Indiana), Mail Code 1801, 200 East Randolph Drive, Chicago, Illinois 60680)

Abstract

To define and evaluate new strategies for merchandising Amoco gasoline, motor oil, tires, batteries, and accessories, Standard Oil (Indiana) used a combination of judgmental modeling and multiattribute utility theory. The model combined objective data and subjective assessments to calculate objective weights for the multiattribute model. Ordinary sets of Tinker Toys were used to demonstrate the analytical approach of the model to management. Another visual aid, “the Christmas tree,” was used to display new merchandising strategies. A guaranteed car repair strategy, Certicare, was selected and is projected to improve annual profit by $10 million and to strengthen the dealer organization.

Suggested Citation

  • James S. Dyer & Richard N. Lund, 1982. "Tinker Toys and Christmas Trees: Opening a New Merchandising Package for Amoco Oil Company," Interfaces, INFORMS, vol. 12(6), pages 38-52, December.
    • Handle: RePEc:inm:orinte:v:12:y:1982:i:6:p:38-52
    DOI: 10.1287/inte.12.6.38
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    Cited by:

    1. John C. Butler & James S. Dyer & Jianmin Jia, 2006. "Using Attributes to Predict Objectives in Preference Models," Decision Analysis, INFORMS, vol. 3(2), pages 100-116, June.
    2. Bose, Utpal & Davey, Anne M. & Olson, David L., 1997. "Multi-attribute utility methods in group decision making: Past applications and potential for inclusion in GDSS," Omega, Elsevier, vol. 25(6), pages 691-706, December.

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