Integriertes Nachfrage- und Lieferkettenmanagement

Wiener Wissenschafts-, Forschungs- und Technologiefonds (WWTF)

The joint optimization of marketing and supply chain decisions is mathematically demanding: new mathematical techniques are necessary to study the calibration and dynamics of models that combine dynamic pricing with reference price effects and supply chain decision models. In this project, novel mathematical techn qi ques for characterizing optimal policies in combined pricing/logistics models, designing and evaluating heuristics, and identifying and calibrating reference price models are developed. Also, the evaluation using real-world data and an integration into existing supply chain and marketing concepts and software tools are planned. An excellent interdisciplinary team located in Vienna - with a partner at Erasmus University Rotterdam - with a track record of successful cooperation will work on these subjects. Commercial exploitation is possible through prolytic, a Viennese software company.