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Simulation based decision support for strategic communication and marketing management concerning the consumer introduction of smart energy meters

Aide à la décision basée sur la simulation pour communication stratégique et marketing management: l'introduction de compteurs d'énergie intelligents
[Zeitschriftenartikel]

Sanden, Maarten C.A.van der; Dam, Koen H. van; Kobus, Charlotte B.A.; Stragier, Jeroen

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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.
Klassifikation Allgemeines, spezielle Theorien und Schulen, Methoden, Entwicklung und Geschichte der Kommunikationswissenschaften; angewandte Psychologie
Freie Schlagwörter strategic communication and marketing management; decision support; agent-based simulation; consumer behaviour/technology adoption; smart energy meter; digital city
Sprache Dokument Englisch
Publikationsjahr 2013
Zeitschriftentitel ESSACHESS - Journal for Communication Studies, 6 (2013) 1
ISSN 1775-352X
Status Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz Creative Commons - Namensnennung, Nicht-kommerz.
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