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Wenn das Wetter den Preis bestimmt

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  • Kremmel, Dietmar
  • von Walter, Benjamin
  • Heumann, Christian

Abstract

Obwohl das Wetter für die Nutzenstiftung eines Angebots in mehreren Branchen eine zentrale Rolle spielt, wird dieser Aspekt in der Preisfindung bisher kaum berücksichtigt. Mit einem meteo-dynamischen Pricing wird dies aufgegriffen und der Angebotspreis auf Basis von Wetterdaten fortlaufend variiert. Wie die vorliegende Studie zeigt, generiert dieser Ansatz wirksame Kaufimpulse und stösst auf eine hohe Kundenakzeptanz.

Suggested Citation

  • Kremmel, Dietmar & von Walter, Benjamin & Heumann, Christian, 2020. "Wenn das Wetter den Preis bestimmt," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(2), pages 54-61.
    • Handle: RePEc:zbw:hsgmrs:276081
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    File URL: https://www.econstor.eu/bitstream/10419/276081/1/MRSG_2020_2_54-61.pdf
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    References listed on IDEAS

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    1. Rainer Kolisch & Danilo Zatta, 2009. "Stand und Perspektiven des Einsatzes von Revenue Management in der Prozessindustrie," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 20(2), pages 197-214, October.
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