Reusable Model for Determining Marketing Strategies for Processing Materials

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FRANCISCO QUIROZ AGUILAR
ROBERTO LEY BORRÁS

Abstract

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.

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Author Biographies

FRANCISCO QUIROZ AGUILAR, Mexican Petroleum Institute, Mexico

Master of Science in Industrial Engineering from the Orizaba Institute of Technology, Research Specialist in Operation and Safety Competence at the Mexican Petroleum Institute, Mexico City Campus. Line of research: Strategic Management. Email: fquiroz@imp.mx

ROBERTO LEY BORRÁS, Technological Institute of Orizaba, Mexico

PhD and Master of Science in Economic Systems Engineering (Decision Analysis) from Stanford University (California). He is a Research Professor of Decision Analysis in the Graduate Program of Industrial Engineering at the Instituto Tecnológico de Orizaba. His research area is Strategic Management. Email: rley@iname.com

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