Behavioral Operations Management: Verhaltensaspekte im Newsvendor-Modell bei preisabhängiger Nachfrage
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Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 1,3, Universität zu Köln (Department of Supply Chain Management and Management Science), Sprache: Deutsch, Abstract: Welche Mengen und Preise bestimmt ein Newsvendor? Dies zu wissen ist insbesondere für den Produzenten wichtig, um die richtige Menge herzustellen. Das Problem dabei ist, dass klassische Wirtschaftsmodelle von risikoneutralen und rationalen Entscheidern ausgehen, die jedoch so nicht in der Realität existieren. Ein gutes Modell sollte realitätsgetreu sein in dem Sinne, dass die Wahrnehmung des Entscheiders von der Realität miteinbezogen wird. Verhaltensforschung sollte also ein wichtiger Aspekt sein, wenn Modelle mit menschlichen Akteuren entwickelt werden, um sie realitätsnäher zu gestalten. Genau das versucht das mittlerweile recht ausgeprägte, doch immer noch stark wachsende Wissenschaftsfeld Behavioral Operations Management. Es hat das Potenzial, die herkömmliche Forschung zu verändern, indem es methodologische Stärken ausbaut und dazu realistischere Annahmen über individuelles Verhalten miteinbezieht. Besonders gut kann menschliches Verhalten in das Newsvendor-Modell eingearbeitet werden, weil es sich um eine vergleichsweise einfache Modellierung handelt, welche auf der individuellen (Mengen-) Entscheidung des Newsvendors basiert. In empirischen Untersuchungen hat sich gezeigt, dass Verkäufer eben nicht die optimale, weil profitmaximierende Bestellmenge auswählen, sondern eine davon abweichende Menge. Der Newsvendor ist also in der Realität nicht rational, wie im normativen Modell angenommen wird. Dies ist mit Hilfe von verschiedenen Verhaltensaspekten zu erklären, z.B. dem Verankerungseffekt, der unterschiedlichen Bewertung von Gewinnquellen, oder der Verlustaversion. Diese Effekte werden hier am Beispiel des Newsvendor-Modells mit preisabhängiger Nachfrage dargestellt, welches davon ausgeht, dass der Newsvendor nicht nur seine Bestellmenge wähl
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