Massachusetts Institute of Technology
Sign in | Create Account

Bayer

"Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer"
by Marc Fischer of the University of Passau, Sönke Albers of the Chrisitan-Albrechts University and Niles Wagner of the University of Passau.

The authors report on the development of an innovative solution to the dynamic marketing allocation budget problem for multi-product, multi-country firms. Their decision support model determines near-optimal marketing budgets at the country-product-marketing-activity level in an Excel-supported environment each year. The model accounts for marketing dynamics and a product’s growth potential as well as for trade-offs with respect to marketing effectiveness and profit contribution. The model has been successfully implemented at Bayer, one the world’s largest firms in the pharmaceutical and chemical business, leading to an organizational transformation and a dramatic reallocation of resources, leading to a profit improvement of $685million in a $4billion unit at Bayer.

Comments (0)

It looks like no one has posted a comment yet. You can be the first!

You need to log in, in order to post comments. If you don’t have an account yet, sign up now!

2009-2010

2009-2010

Category: Management | Updated almost 4 years ago

Created
June 17, 2010 16:25
Category
Tags
License
Creative Commons Attribution-NonCommercial (What is this?)
Additional Files
Viewed
10998 times

More from 2009-2010

Inofec

Inofec

Added almost 4 years ago | 00:41:18 | 15092 views

2009-2010 ISMS Practice Prize Introduction

2009-2010 ISMS Practice Prize Intro...

Added almost 4 years ago | 00:04:04 | 4184 views

Jetstar

Jetstar

Added almost 4 years ago | 00:44:45 | 10633 views

Prudential

Prudential

Added almost 4 years ago | 00:40:18 | 12472 views