Marketing And Operations Research

OR Spektrum (2000) 22: 5–18 c Springer-Verlag 2000

Marketing and operations research
– a literature survey
¨
Marketing und Operations Research – Eine Literaturubersicht
Lutz Hildebrandt1 , Udo Wagner2
1

Institut f¨ur Marketing, Humboldt-Universit¨at zu Berlin, Spandauer Straße 1,
10178 Berlin, Germany (e-mail: [e-mail])
2
Institut f¨ur Betriebswirtschaftslehre, Universit¨at Wien, Br¨unner Straße 72,
1210 Vienna, Austria (e-mail: [e-mail])

Abstract. Over the last decades the quantitative research based on Operations
Research and Management Science (OR/MS) approaches has become one of the leading research paradigms in marketing. The aim of this article is, to give the reader of this special issue an overview of recent publications in OR/MS based marketing research. Its basis is a literature review of quantitative marketing publications with
OR/MS orientation in the leading journals of marketing and management. The review reveals general differences in the quantity of the publications and the domain of research between those journals published in English and those in German. The review also provides an overview of research publications during the recent years and shows possible future trends in quantitative marketing research.
Zusammenfassung. In den vergangenen Jahrzehnten hat die quantitative Marketingforschung zunehmend an Bedeutung gewonnen und mit ihr Ans¨atze aus Operations Research und Management Science (OR/MS). Die Zielsetzung des Beitrags ist
¨
es, im Rahmen dieses Sonderheftes dem Leser einen Uberblick der neueren Publikationen in der quantitativen Marketingforschung zu liefern. Dabei wird ein Survey der OR/MS Publikationen in f¨uhrenden Marketing- und Management-Journalen durchgef¨uhrt. Die Untersuchung zeigt deutliche Unterschiede in der Quantit¨at und
Ausrichtung der marketingbezogenen Publikationen zwischen englischsprachigen und deutschsprachigen Forschungsarbeiten auf. Die Kategorisierung der Beitr¨age
nach

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