IDEAS home Printed from https://ideas.repec.org/a/inm/orinte/v31y2001i3_supplementps128-s145.html
   My bibliography  Save this article

Developing a Customized Decision-Support System for Brand Managers

Author

Listed:
  • Berend Wierenga

    (Rotterdam School of Management, Erasmus University, P.O. Box 1738, 3000 DR Rotterdam, The Netherlands)

  • Gerrit H. Van Bruggen

    (Rotterdam School of Management, Erasmus University)

Abstract

Working with brand managers at Holland Fast Moving Company (HFMC), we designed a marketing-management-support system, BRANDFRAME. In conducting the project, we (1) examined the decision situation; (2) examined the existing marketing-management-support system; (3) determined what type of decision support best fits the tasks of the brand managers; (4) developed and implemented the software; (5) obtained feedback from the managers who worked with the software; and (6) adapted and extended the system. BRANDFRAME contains a combination of academic and practical knowledge and integrates all the information needed by the brand manager in one system. The system does not replace the brand manager but, in an interactive way, acts as a sparring partner. The system was very well received by the managers who worked with it and has shown that customizing decision-support systems for specific marketing jobs (in this case, the brand manager) may well be an important factor for the success of marketing-management-support systems.

Suggested Citation

  • Berend Wierenga & Gerrit H. Van Bruggen, 2001. "Developing a Customized Decision-Support System for Brand Managers," Interfaces, INFORMS, vol. 31(3_supplem), pages 128-145, June.
  • Handle: RePEc:inm:orinte:v:31:y:2001:i:3_supplement:p:s128-s145
    DOI: 10.1287/inte.31.3s.128.9678
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/inte.31.3s.128.9678
    Download Restriction: no

    File URL: https://libkey.io/10.1287/inte.31.3s.128.9678?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. John D. Schmitz & Gordon D. Armstrong & John D. C. Little, 1990. "CoverStory—Automated News Finding in Marketing," Interfaces, INFORMS, vol. 20(6), pages 29-38, December.
    2. John D. C. Little, 1970. "Models and Managers: The Concept of a Decision Calculus," Management Science, INFORMS, vol. 16(8), pages 466-485, April.
    3. Raymond R. Burke & Arvind Rangaswamy & Jerry Wind & Jehoshua Eliashberg, 1990. "A Knowledge-Based System for Advertising Design," Marketing Science, INFORMS, vol. 9(3), pages 212-229.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wierenga, Berend, 2011. "Managerial decision making in marketing: The next research frontier," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 89-101.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:ers:journl:v:xxiv:y:2021:i:special1:p:623-643 is not listed on IDEAS
    2. Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    3. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    4. McCown, R. L., 2002. "Changing systems for supporting farmers' decisions: problems, paradigms, and prospects," Agricultural Systems, Elsevier, vol. 74(1), pages 179-220, October.
    5. Wiesel, Thorsten & Skiera, Bernd & Villanueva, Julian, 2011. "Customer Lifetime Value and Customer Equity Models Using Company-reported Summary Data," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 20-22.
    6. Stefan N. Groesser & Niklas Jovy, 2016. "Business model analysis using computational modeling: a strategy tool for exploration and decision-making," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 27(1), pages 61-88, February.
    7. de Brentani, Ulrike, 1995. "New industrial service development: Scenarios for success and failure," Journal of Business Research, Elsevier, vol. 32(2), pages 93-103, February.
    8. McCown, R. L., 2002. "Locating agricultural decision support systems in the troubled past and socio-technical complexity of `models for management'," Agricultural Systems, Elsevier, vol. 74(1), pages 11-25, October.
    9. John H. Roberts & Charles J. Nelson & Pamela D. Morrison, 2005. "A Prelaunch Diffusion Model for Evaluating Market Defense Strategies," Marketing Science, INFORMS, vol. 24(1), pages 150-164, August.
    10. Marusia Ivanova, 2007. "Genesis and Evolution of Market Share Predictive Models," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 117-148.
    11. John R. Hauser & Guilherme (Gui) Liberali & Glen L. Urban, 2014. "Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph," Management Science, INFORMS, vol. 60(6), pages 1594-1616, June.
    12. Andris A. Zoltners & Prabhakant Sinha, 2005. "The 2004 ISMS Practice Prize Winner—Sales Territory Design: Thirty Years of Modeling and Implementation," Marketing Science, INFORMS, vol. 24(3), pages 313-331, September.
    13. Eva Ascarza & Scott A. Neslin & Oded Netzer & Zachery Anderson & Peter S. Fader & Sunil Gupta & Bruce G. S. Hardie & Aurélie Lemmens & Barak Libai & David Neal & Foster Provost & Rom Schrift, 2018. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 65-81, March.
    14. Dennis Gensch, 2001. "A Marketing-Decision-Support Model for Evaluating and Selecting Concepts for New Products," Interfaces, INFORMS, vol. 31(3_supplem), pages 166-183, June.
    15. Davide Proserpio & John R. Hauser & Xiao Liu & Tomomichi Amano & Alex Burnap & Tong Guo & Dokyun (DK) Lee & Randall Lewis & Kanishka Misra & Eric Schwarz & Artem Timoshenko & Lilei Xu & Hema Yoganaras, 2020. "Soul and machine (learning)," Marketing Letters, Springer, vol. 31(4), pages 393-404, December.
    16. Claassen, G.D.H., 2014. "Mixed integer (0–1) fractional programming for decision support in paper production industry," Omega, Elsevier, vol. 43(C), pages 21-29.
    17. Jack R. Meredith, 2001. "Reconsidering the Philosophical Basis of OR/MS," Operations Research, INFORMS, vol. 49(3), pages 325-333, June.
    18. JS Armstrong & Randall L. Schultz, 2005. "Principles Involving Marketing Policies: An Empirical Assessment," General Economics and Teaching 0502037, University Library of Munich, Germany.
    19. Even, Adir & Shankaranarayanan, G. & Berger, Paul D., 2010. "Managing the Quality of Marketing Data: Cost/benefit Tradeoffs and Optimal Configuration," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 209-221.
    20. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    21. Michael R. Baye & John Morgan, 2009. "Brand and Price Advertising in Online Markets," Management Science, INFORMS, vol. 55(7), pages 1139-1151, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orinte:v:31:y:2001:i:3_supplement:p:s128-s145. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.