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Auktionen und Revenue Management in der Automobilindustrie
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Obwohl Auktionen und Revenue Management in verschiedenen Branchen bereits weitreichende Anwendung zur Ertragsoptimierung finden, sind diese Instrumente in der Automobilindustrie bis dato nahezu unbercksichtigt. Auf Basis einer fundierten theoretischen Aufarbeitung des Themenfelds wird in der vorliegenden Arbeit ein hybrides Distributionsmodell aus Auktion und Revenue Management entwickelt, das unter Bercksichtigung automobilspezifischer Marketingaspekte auf Ertragsmaximierung fr den Automobilhersteller abzielt. Die Reifegrade erfolgskritischer Prozesse werden ergnzend ebenso betrachtet wie spieltheoretische Aspekte der Auktion im Distributionsmodell.
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