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COSTA: ein Entscheidungs-Unterstützungs-System zur deckungsbeitragsmaximalen Einteilung von Verkaufsgebieten

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  • Skiera, Bernd
  • Albers, Sönke

Abstract

Wir greifen die in der Literatur seit längerer Zeit nicht mehr betrachtete Frage der Verkaufsgebietseinteilung auf und zeigen, daß die bisherigen Vorgehensweisen zur Einteilung von Verkaufsgebieten ökonomisch wenig fundiert sind, da sie nicht notwendigerweise zu Verkaufsgebieten führen, die den Deckungsbeitrag maximieren. Weiterhin weisen die bisherigen Vorgehensweisen den Nachteil auf, daß sie keinerlei Informationen darüber geben, welche Deckungsbeitragssteigerungen durch die Umgestaltung von Verkaufsgebieten erreicht werden können. Wir haben deshalb das Entscheidungs-Unterstützungs-System COSTA entwickelt, mit dem zum einen Auswirkungen von Verkaufsgebietsänderungen auf den Deckungsbeitrag aufgezeigt und zum anderen deckungsbeitragsmaximale Verkaufsgebietseinteilungen erstellt werden können. Das Entscheidungs-Unterstützungs-System COSTA bietet weiterhin die Möglichkeit, Auswirkungen von Änderungen der Größe des Außendienstes und der Reisendenstandorte zu beurteilen. Anhand eines fiktiven Anwendungsbeispieles wird eine Anwendung des Entscheidungs-Unterstützungs-Systems demonstriert.

Suggested Citation

  • Skiera, Bernd & Albers, Sönke, 1993. "COSTA: ein Entscheidungs-Unterstützungs-System zur deckungsbeitragsmaximalen Einteilung von Verkaufsgebieten," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 324, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:324
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    1. Sprecher, Arno, 1999. "Sales force deployment by genetic concepts," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 514, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    2. Jörg Kalcsics & Stefan Nickel & Michael Schröder, 2005. "Towards a unified territorial design approach — Applications, algorithms and GIS integration," TOP: An Official Journal of the Spanish Society of Statistics and Operations Research, Springer;Sociedad de Estadística e Investigación Operativa, vol. 13(1), pages 1-56, June.
    3. Andreas Drexl & Knut Haase, 1999. "Fast Approximation Methods for Sales Force Deployment," Management Science, INFORMS, vol. 45(10), pages 1307-1323, October.
    4. Drexl, Andreas & Haase, Knut, 1996. "Fast approximation methods for sales force deployment," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 411, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    5. Haase, Knut, 1996. "Deckungsbeitragsorientierte Verkaufsgebietseinteilung und Standortplanung für Außendienstmitarbeiter," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 410, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.

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