Developing a Customized Decision-Support System for Brand Managers

Abstract

Working with brand managers at Holland Fast Moving Company (HFMC), we designed a marketing-management-support system, BRANDFRAME. In conducting the project, we (1) examined the decision situation; (2) examined the existing marketing-management-support system; (3) determined what type of decision support best fits the tasks of the brand managers; (4) developed and implemented the software; (5) obtained feedback from the managers who worked with the software; and (6) adapted and extended the system. BRANDFRAME contains a combination of academic and practical knowledge and integrates all the information needed by the brand manager in one system. The system does not replace the brand manager but, in an interactive way, acts as a sparring partner. The system was very well received by the managers who worked with it and has shown that customizing decision-support systems for specific marketing jobs (in this case, the brand manager) may well be an important factor for the success of marketing-management-support systems.

Performance Measurement im Einzelhandel

“…Dies wird unter dem Phänomen "Information Overload" diskutiert (Buttkus 2012, 20;Hirsch/Volnhals 2012, 23). In diesem Zusammenhang haben sich unterschiedliche Möglichkeiten wie Decision Support-Systeme und Exceptional Reporting entwickelt, um diesen Schwierigkeiten entgegenzukommen (Little 1979;Merchant/Van der Stede 2012, 32;Wierenga/Van Bruggen 2001).…”

Explanation of exceptional values in multi-dimensional business databases

“…Wierenga and van Bruggen (2001) evaluated 12 brand managers' experiences with existing marketing information systems and ERP systems. These brand managers were not very satisfied with the existing systems.…”

Marketing Management Support Systems and Their Implications for Marketing Research

“…Rules and frame-/object-based representations can, for example, be combined to benefit from the relative advantages of both approaches. An example of a comprehensive MKBS is BRAND FRAME, a system designed to support decision making by brand/product managers in the fast-moving consumer products industry (Wierenga & Van Bruggen, 2001).…”