Reusable Model for Determining Marketing Strategies for Processing Materials
Main Article Content
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.
Article Details

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
ADA Decision Systems (1995). DPL Advanced Version User Guide, Duxbury Press, EUA.
Backer, M.; Jacobsen, L. (1982). Contabilidad de Costos, Mc Graw Hill, México.
Clemen, R.T. (1996). Making Hard Decisions, 2nd Edition, Duxbury Press, EUA.
Cundiff, E.W.; Still, R.R.; Govoni, N.A. (1990). Fundamentos de Mercado Moderno, Prentice Hall, México.
Hill, R.M.; Alexander, R; Cross, J. (1980). Mercadotecnia Industrial, Diana, México.
Howard, R. A. (1988). “Decision Analysis: Practice and Promise”, Management Science, volumen 34 número 6, 679-695.
Ley Borrás, R. (1996). “Representación del Conocimiento en Análisis de Decisiones”. UPIICSA IV, II, 2-8.
Ley Borrás, R. (2000). “El poder de generalización de los modelos reusables de decisión”, Investigación Administrativa, agosto- diciembre, 1-14.
Ley Borrás, R. (2001). Análisis de Incertidumbre y Riesgo para la Toma de Decisiones, Comunidad Morelos S.A de C.V., México,.
McNamee, P.; Celona, J. (1999).Decision Analysis with SuperTree, 2nd Edition, The Scientific Press, EUA.
Moncrief, W. C.; Shipp, S.H. (1997). Sales Management, Addison-Wesley Press, EUA.
Palisade Corporation (1997). User’s Guide BestFit, EUA,.
Reyes Pérez, E. (1982). Contabilidad de Costos, Valle de México, México.