The demand for concerts of classical music - decision support for the scenario-planning of orchestras by means of ROA-analysis

Article Abstract:

Research has been undertaken recently into the market of classical orchestral music in the Amsterdam, Netherlands, area by Bernhard M.S. van Praag, Karel C.P. Slootman, Piet Stam, Hans van Ophem, Willem Wijnbergen and C. Mirjam van Praag. This focused on establishing decision support for the future programming of the city's three orchestras. Tasks including assessing the efficacy and impact of marketing tools allowing classical music to be brought to potential audiences and indicated the musical tastes of different target groups. A mixture of conjoint measurement and a specifically developed brand of logit analysis was used to identify the attributes which make up concerts of classical music.

Public opinion, Decision support systems, Orchestral music, van Praag, Bernard M.S., Slootman, Karel C.P.

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On the difficulties of decision making in complex and uncertain domains of reality

Article Abstract:

Making decisions in a climate where there are many constantly changing variables can present particular difficulties, according to Prof Dr Dietrich Dorner, faculty of psychology II, Bamberg University, Germany. In many cases, the decision maker is unaware of the motivation of customers and cannot forecast how competitors will react. The most successful decision makers in these circumstances are those who make decisions which meet a number of targets at the same time. It is also important to try to link one target with a number of different decisions.

Methods, Decision-making, Decision making, Dorner, Dietrich

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Decision making at Heineken

Article Abstract:

Dutch brewing concern Heineken places considerable emphasis on market research, according to chairman Karel Vuursteen. Market research work within the company focuses on understanding customers in different social contexts, assessing the performance of brands, developing new products and looking at its many different markets. It feels that it is important for market researchers to act intuitively, emphasising the most positive aspects of their work.

Marketing, Brewing industry, Breweries, Heineken N.V., Vuursteen, Karel

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