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Agentenbasierte Modellierung im Marketing — Eine Illustration am Beispiel der Diffusion von Produktinnovationen mit direkten Netzeffekten

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Book cover Theoretische Fundierung und praktische Relevanz der Handelsforschung

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Das Kernanliegen des Marketing besteht darin, das Zustandekommen von Austauschprozessen zwischen Anbietern und Nachfragern zu erklären und Unternehmen Hinweise für die Ausgestaltung dieser Austauschprozesse zu geben (Müller-Hagedorn, Schuckel 2003, S. 23). Ein solcher Austausch findet regelmäßig über Märkte statt. Das Geschehen auf diesen Märkten stellt sich in jüngster Zeit zunehmend als dynamisch, nichtlinear und komplex heraus (Arthur 1999, EU Kommission 2005). Ursachen für diese Entwicklung können u.a. in der Liberalisierung einzelner Branchen, zunehmender internationaler Verflechtung und Konkurrenz im Zuge der Globalisierung, neuen Informations- und Kommunikationstechnologien, politischen Instabilitäten und neuen gesetzlichen Regelungen, drastischen Energiepreissteigerungen etc. gesehen werden. Auswirkungen haben diese Entwicklungen auch auf die Komplexität innerbetrieblicher Abläufe. So sehen in einer weltweiten Studie von PricewaterhouseCoopers (2006) 77% der Firmenchefs das Management der steigenden Komplexität als große Herausforderung an und in fast allen befragten Unternehmen (97%) werden bereits Programme zur Komplexitätsreduktion umgesetzt.

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  1. Lotharstr. 65, 47057, Duisburg

    Prof. Dr. Jost Adler & Dipl.-Wi-Inf. Taymaz Khatami

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  1. Prof. Dr. Jost Adler
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Marcus Schuckel Waldemar Toporowski

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Adler, J., Khatami, T. (2007). Agentenbasierte Modellierung im Marketing — Eine Illustration am Beispiel der Diffusion von Produktinnovationen mit direkten Netzeffekten. In: Schuckel, M., Toporowski, W. (eds) Theoretische Fundierung und praktische Relevanz der Handelsforschung. DUV. https://doi.org/10.1007/978-3-8350-9535-9_12

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