Resumo

QUIROZ AGUILAR, Francisco  e  LEY BORRAS, Roberto. Reusable model to decide on marketing strategies for materials of processing. Investig. adm. [online]. 2002, vol.31, n.91, 00005.  Epub 13-Maio-2024. ISSN 2448-7678.

This article presents a reusable decision model for commercialization strategies intended for firms that sell industrial processing materials. The utilization of this reusable decision model gives firms the advantages of formal decision analysis modeling at a fraction of the cost and time of building a decision model from the beginning each time the firm wants to decide on a commercialization strategy. The reusable model includes a master model (an influence diagram that express the relationships between the key decisions, uncertainties and parameters) and a metamodel (that guides the analyst in the process of building particular models). The model generated this way allows the definition and selection of a coherent and effective commercialization strategy that maximizes the benefits for the firm. An application of the reusable model to a real situation is also presented.

Palavras-chave : Estrategia; Políticas de venta; Toma de decisiones.

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