Work

Simulation Based Decision Support for Strategic Communication and Marketing Management Concerning the Consumer Introduction of Smart Energy Meters

Year: 2013

Type: article

Abstract: Communication and marketing professionals make strategic decisions in highly complex and dynamic contexts. These decisions are highly uncertain on the outcome and process level when, for example, consumer behaviour is at stake. Decision support systems can provide insights in these levels of uncertainty and the professional process of decision making. However, literature describing decision support tools for strategic communication and marketing management that provide clear insights in uncertainty levels is lacking. This study therefore aims at developing a consumer behaviour simulation module as an important element of such a future decision support tool. The consumer behaviour simulation we propose in this paper is based on data collected from a survey among 386 households with which a behavioural change model was calibrated. We show how various decision scenarios for strategic communication and marketing challenges can be explored and how such a simulation based decision support system can facilitate strategic communication and marketing management concerning the introduction of a smart energy meter.

Source: ESSACHESS/Essachess

Authors: Maarten C. A. van der Sanden, Koen H. van Dam, Jeroen Stragier, C.B.A. Kobus

Institutions: Delft University of Technology, Imperial College London, Ghent University, iMinds

Language: English

Topic: Innovation Diffusion and Forecasting

Subfield: Management Science and Operations Research

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2150359696

FWCI: 1.276

Cites: 40

Cited by: 3

Related to: 10