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Quantitative Marketing and Marketing Management pp 123–147Cite as

Supporting Strategic Product Portfolio Planning by Market Simulation

The Case of the Future Powertrain Portfolio in the Automotive Industry

Abstract

In this paper, the authors propose a decision support for the strategic planning of the future powertrain and vehicle portfolio in the automotive industry. They use a hybrid market simulation approach for a simultaneous consideration of aggregated system and individual consumer behavior. This non-traditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.

  • Agend-Based Simulation
  • System Dynamics
  • Strategic Portfolio Planning
  • Market Simulation
  • Alternative Powertrains

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Author information

Authors and Affiliations

  1. Technische Universität Braunschweig, Braunschweig, Germany

    Karsten Kieckhäfer, Thomas Volling PhD & Thomas Stefan Spengler PhD

Authors
  1. Karsten Kieckhäfer
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  2. Thomas Volling PhD
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  3. Thomas Stefan Spengler PhD
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Editor information

Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

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Kieckhäfer, K., Volling, T., Spengler, T. (2012). Supporting Strategic Product Portfolio Planning by Market Simulation. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_6

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