불확실성 하에서의 신시장 개척을 위한 최적 마케팅 자원 배분

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Firms pursue new business opportunities for growth. Market development strategy is one of the growth strategies, which develops new market segments with current products. However, new market generally has high uncertainty, or high risk. Firms should consider the risk in making and implementing the market development strategy. In this paper, an optimal marketing resource allocation model is developed, taking into account the risk attitude of a firm in market development. Under the assumption of exponential utility function, the global optimal solution is derived, and the implications are provided.
Publisher
한국경영과학회
Issue Date
2001
Language
KOR
Citation

한국경영과학회 추계학술대회, pp.157 - 160

URI
http://hdl.handle.net/10203/23384
Appears in Collection
KSIM-Conference Papers(학술회의논문)
Files in This Item
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