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Dissertationen

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  • Gönsch, J.: Opaque Products, Flexible Products, Upgrades – Innovative Produkte im Revenue Management und ihre Implikationen auf den Steuerungsprozess (1). Universität Augsburg, 2010. BIB Download Details

Beiträge in Zeitschriften

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  • Gönsch, J.: How much to tell your customer? - A survey of three perspectives on selling strategies with incompletely specified products. In: European Journal of Operational Research, Jg. 280 (2020) Nr. 3, S. 793-817. PDF BIB Download Details

    Today’s technology facilitates selling strategies that were unthinkable only a few years ago. One increasingly popular strategy uses incompletely specified products (ICSPs). The seller retains the right to specify some details of the product or service after the sale. The selling strategies’ main advantages are an additional dimension for market segmentation and operational flexibility due to supply-side substitution possibilities. Since the strategy became popular with Priceline and Hotwire in the travel industry about two decades ago, it has increasingly been adopted by other industries with stochastic demand and limited capacity as well. At the same time, it is actively researched from the perspectives of strategic operations management, empirics, and revenue management.

    This paper first describes the application of ICSPs in practice. Then, we introduce the different research communities that are active in this field and relate the terminology they use. The main part is an exhaustive review of the literature on selling ICSPs from the different perspectives. Here, we complement a tabular overview with an introduction into the community and a detailed description of each paper. Finally, possible directions for future research are outlined.

    We see that strategic operations management has described advantages of ICSPs over other strategies in a variety of settings, but also identified countervailing effects. Today, empirical research is confined to hotels and airlines and largely disconnected from the other perspectives. Operational papers are ample, but mostly concerned with the availability of ICSPs. Research on operational (dynamic) pricing is surprisingly scarce.

  • Schur, R.; Gönsch, J.; Hassler, M.: Time-Consistent Risk-Averse Dynamic Pricing. In: European Journal of Operational Research, Jg. 277 (2019), S. 587-603. doi:10.1016/j.ejor.2019.02.038 Volltext BIB Download Details

    Many industries use dynamic pricing on an operational level to maximize revenue from selling a fixed capacity over a finite horizon. Classical risk-neutral approaches do not accommodate the risk aversion often encountered in practice. When risk aversion is considered, time-consistency becomes an important issue. In this paper, we use a dynamic coherent risk-measure to ensure that decisions are actually implemented and only depend on states that may realize in the future. In particular, we use the risk measure Conditional Value-at-Risk (CVaR), which recently became popular in areas like finance, energy or supply chain management.

    A result is that the risk-averse dynamic pricing problem can be transformed to a classical, risk-neutral problem. To do so, a surprisingly simple modification of the selling probabilities suffices. Thus, all structural properties carry over. Moreover, we show that the risk-averse and the risk-neutral solution of the original problem are proportional under certain conditions, that is, their optimal decision variable and objective values are proportional, respectively. In a small numerical study, we evaluate the risk vs. revenue trade-off and compare the new approach with existing approaches from literature.

    This has straightforward implications for practice. On the one hand, it shows that existing dynamic pricing algorithms and systems can be kept in place and easily incorporate risk aversion. On the other hand, our results help to understand many risk-averse decision makers who often use “conservative” estimates of selling probabilities or discount optimal prices.

  • Berger, M.; Matt, C.; Gönsch, J.; Hess, T.: Is the Time Ripe? How the Value of Waiting and Incentives Affect Users’ Switching Behaviors for Smart Home Devices. In: Schmalenbach Business Review, Jg. 71 (2019) Nr. 2, S. 91-123. doi:10.1007/s41464-018-0055-1 Volltext BIB Download Details

    Product-related and market-related uncertainties often cause users to defer from switching to new IT devices. There is a value of waiting (VoW) for users because waiting allows them to collect more information. At the same time, many IT switching decisions are increasingly complex due to increased connectivity and the resulting interdependencies between jointly used devices. Therefore, switching decisions for connected devices not only need to consider the new device in isolation, but must also account for the potential benefits from internally or externally connecting the device with other devices. Although crucial for users and providers alike, existing models cannot explain whether and when users switch in such connected

    environments.

    We focus on connected Smart Home Devices (SHDs) and simulate users’ actual switching timing based on a real options model which combines switching and deferral concepts in a context-specific setting. We examine how Smart Home Network (SHN) density influences switching and how providers can use incentives to accelerate switching to foster product diffusion. The findings show an accelerating effect of connectivity and a deferring effect of uncertainty on actual switching timing. We also learn that SHD providers should focus more on immediate than on delayed incentives to promote product diffusion, since the latter can also have undesired effects. Interestingly, external connectivity has almost no influence on decision timing in scenarios with highly dense SHNs, leading to further key implications for SHD providers.

  • Gönsch, J.; Hassler, M.; Schur, R.: Optimizing Conditional Value-at-Risk in Dynamic Pricing. In: OR Spectrum, Jg. 40 (2018), S. 711-750. doi:10.1007/s00291-018-0513-7 Volltext BIB Download Details

    Many industries use dynamic pricing on an operational level to maximize revenue from selling a fixed capacity over a finite horizon. Classical risk-neutral approaches do not accommodate the risk aversion often encountered in practice. We add to the scarce literature on risk aversion by considering the risk measure conditional value-at-risk (CVaR), which recently became popular in areas like finance, energy, or supply chain management. A key aspect of this paper is selling a single unit of capacity, which is highly relevant in, for example, the real estate market. We analytically derive the optimal policy and obtain structural results. The most important managerial implication is that the risk-averse optimal price is constant over large parts of the selling horizon, whereas the price continuously declines in the standard setting of risk-neutral dynamic pricing. This offers a completely new explanation for the price-setting behavior often observed in practice. For arbitrary capacity, we develop two algorithms to efficiently compute the value function and evaluate them in a numerical study. Our results show that applying a risk-averse policy, even a static one, often yields a higher CVaR than applying a dynamic, but risk-neutral, policy.

    Keywords

    Revenue management Dynamic pricing Dynamic programming Risk management Service operations

  • Gönsch, J.: A Survey on Risk-averse and Robust Revenue Management. In: European Journal of Operational Research (2017) Nr. 263, S. 337-348. Volltext BIB Download Details
  • Koch, S. ; J. Gönsch; Steinhardt, C.: Dynamic Programming Decomposition for Choice-Based Revenue Management with Flexible Products. In: Transportation Science, Jg. 51 (2017) Nr. 4, S. 1046-1062. Volltext BIB Download Details
  • Faust, O.; Gönsch, J.; Klein, R.: Demand-oriented Integrated Scheduling for Point-to-Point Airlines. In: Transportation Science, Jg. 51 (2017) Nr. 1, S. 196-213. BIB Download Details
  • Koch, S.; J. Gönsch, M. Hassler; Klein, R.: Practical Decision Rules for Risk-Averse Revenue Management using Simulation-Based Optimization. In: Journal of Revenue and Pricing Management, Jg. 15 (2016) Nr. 6, S. 468-487. BIB Download Details
  • Gönsch, J.; Hassler, M.: Sell or Store? — An ADP Approach to Marketing Renewable Energy. In: OR Spectrum, Jg. 38 (2016), S. 633-660. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: On the Incorporation of Upgrades into Airline Network Revenue Management. In: Review of Managerial Science, Jg. 9 (2015) Nr. 4, S. 635-660. BIB Download Details
  • Gönsch, J.: A Note on a Model to Evaluate Acquisition Price and Quantity of Used Products for Remanufacturing. In: International Journal of Production Economics, Jg. 169 (2015), S. 277-284. BIB Download Details
  • Gönsch, J.; Hassler, M.: Optimizing the Conditional Value-at-Risk in Revenue Management. In: Review of Managerial Science (2014) Nr. 8, S. 495-521. BIB Download Details
  • Gönsch, J.: Buying Used Products for Remanufacturing: Negotiating or Posted Pricing. In: Journal of Business Economics (Zeitschrift für Betriebswirtschaft) (2014) Nr. 84, S. 715-747. BIB Download Details
  • Gönsch, J.; Koch, S.; Steinhardt, C.: Revenue Management with Flexible Products: The Value of Flexibility and its Incorporation into DLP-based Approaches. In: International Journal of Production Economics (2014) Nr. 153, S. 280-294. BIB Download Details
  • Gönsch, J.; Koch, S.; Steinhardt, C.: An EMSR-based Approach for Revenue Management with Integrated Upgrade Decisions. In: Computers & Operations Research (2013) Nr. 40, S. 2532-2542. BIB Download Details
  • Gönsch, J.; R. Klein, M. Neugebauer; Steinhardt, C.: Dynamic Pricing with Strategic Customers. In: Journal of Business Economics (Zeitschrift für Betriebswirtschaft) (2013) Nr. 83, S. 505-549. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Using Dynamic Programming Decomposition for Revenue Management with Opaque Products. In: BuR - Business Research (2013) Nr. 6, S. 94-115. BIB Download Details
  • Steinhardt, C.; Gönsch, J.: Integrated Revenue Management Approaches for Capacity Control with Planned Upgrades. In: European Journal of Operational Research (2012) Nr. 223, S. 380-391. BIB Download Details
  • Petrick, A.; C. Steinhardt, J. Gönsch; Klein, R.: Using Flexible Products to Cope with Demand Uncertainty in Revenue Management. In: OR Spectrum (2012) Nr. 34, S. 215-242. BIB Download Details
  • Petrick, A.; J. Gönsch, C. Steinhardt; Klein, R.: Dynamic Control Mechanisms for Revenue Management with Flexible Products. In: Computers & Operations Research (2010) Nr. 37, S. 2027-2039. BIB Download Details
  • Gönsch, J.; Klein, R.; Steinhardt, C.: Dynamic Pricing — State-of-the-Art. In: Zeitschrift für Betriebswirtschaft Ergänzungsheft "Operations Research in der Betriebswirtschaft" (2009) Nr. 3, S. 1-40. BIB Download Details

Forschungsberichte

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  • Klein, R.; Gönsch, J.; Steinhardt, C.: Modellierung von Kundenwahlverhalten (in Zusammenarbeit mit Daimler AG). 2007. BIB Download Details
  • Gönsch, J.: Integration des Preises in ein Marktmodell zur Vorhersage von Passagierströmen (in Zusammenarbeit mit Lufthansa Systems AG). 2007. BIB Download Details

Arbeitspapiere

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  • Finnah, B.; Gönsch, J.: Backwards Approximate Dynamic Programming for Wind Power Plants with Hybrid Energy Storage Systems. Arbeitspapier, 2018. BIB Download Details

Beiträge mit didaktischer und praxisorientierter Ausrichtung

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  • Kruk, N.; Gönsch, J.: Shared Mobility Systeme – Mathematische Ansätze für Gestaltung und Betrieb. In: WiSt – Wirtschaftswissenschaftliches Studium , Jg. 46 (2017) Nr. 6, S. 9-14. BIB Download Details
  • Gönsch, J.: Angebot und Nachfrage mehrfach nutzen - Anwendungsmöglichkeiten des Revenue Managements. In: Kulturmanagement (2016) Nr. 112, S. 24-27. Volltext BIB Download Details
  • Krohns, S.; Gönsch, J.; Hassler, M.: „Wir vermarkten mit Speichern erneuerbare Energie“ - Nachwuchsgruppe ENREKON: Experten im Interview. In: forschung-energiespeicher.info. Volltext BIB Download Details
  • Gönsch, J.; Grothmann, R.; Setzer, T.: Analytics. In: OR News (2014) Nr. 50, S. 30-32. BIB Download Details
  • Gönsch, J.; Neugebauer, M.; Steinhardt, C.: Dynamic Pricing bei strategischem Konsumentenverhalten — Grundlegende Optimierungsmodelle und Wirkungsmechanismen. In: WiSt – Wirtschaftswissenschaftliches Studium (2014) Nr. 43, S. 292-297. BIB Download Details
  • Gönsch, J.: Flexibel bleiben. In: LOG. Kompass (2011) Nr. 11, S. 28-29. BIB Download Details
  • Gönsch, J.: Airline Schedule Planning — Grundlagen und aktuelle Entwicklungen. In: WiSt – Wirtschaftswissenschaftliches Studium (2010) Nr. 39, S. 230-235. BIB Download Details
  • Gönsch, J.; Klein, R.; Steinhardt, C.: Discrete Choice Modelling (Teil I) — Grundlagen. In: WiSt – Wirtschaftswissenschaftliches Studium (2008) Nr. 37, S. 356-362. BIB Download Details
  • Gönsch, J.; Klein, R.; Steinhardt, C.: Discrete Choice Modelling (Teil II) — Anwendungsbezogene Aspekte. In: WiSt – Wirtschaftswissenschaftliches Studium (2008) Nr. 37, S. 412-418. BIB Download Details
  • Petrick, A.; Gönsch, J.; Steinhardt, C.: Revenue Management mit flexiblen Produkten — Erfolgversprechende Steuerungsmöglichkeit oder einfach nur ein Marketing-Gag?. In: WiSt – Wirtschaftswissenschaftliches Studium (2008) Nr. 37, S. 14-20. BIB Download Details

Beiträge in Lexika und Sammelwerken

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  • Christian Müller, Jochen Gönsch: Simulation zur Evaluation der Optimierung eines Bikesharing-Systems. In: Matthias Putz, Andreas Schlegel (Hrsg.): Simulation in Produktion und Logistik 2019. Wissenschaftliche Scripten, Auerbach 2019, S. 519-530. Volltext BIB Download Details

    Bike sharing has been introduced in many cities, often by municipalities and is nowadays an established alternative for other short-distance transport systems. However, in cities with high elevations, the usual bike-sharing systems face a severe problem. Resulting from an imbalance of demand, the number of bikes at stations at elevated locations decreases during the day, while it increases at stations at lower locations. This situation poses a challenge for the relocation process because high numbers of bicycles have to be transported to the stations at elevated locations in order to achieve a suitable starting point for the next period. With the usage of e-bike sharing-systems, this problem can be circumvented because e-bikes facilitate the mobility in elevated and steep terrains. This paper considers an e-bike sharing-system with removable batteries. In the first step, a deterministic Mixed-Integer Linear Program (MILP) calculates the optimal route for trucks and the optimal initial distribution of bikes. In the second step, a stochastic simulation should evaluate these results.

  • Gönsch, J.: Revenue Management mit flexiblen Produkten. In: Corsten, H.; Gössinger, R.; Spengler, T. (Hrsg.): Handbuch Produktions- und Logistikmanagement in Wertschöpfungsnetzwerken. De Gruyter, Berlin 2018, S. 246-272. doi:10.1515/9783110473803-014 Volltext BIB Download Details
  • Gönsch, J.: Unsicherheiten im Revenue Management. In: Corsten, H.; Roth, S. (Hrsg.): Handbuch Dienstleistungsmanagement. Vahlen, München 2016, S. 843-862. BIB Download Details
  • Hassler, M.; Gönsch, J.; Krohns, S.: Optimierte Vermarktung von Energie aus stochastischen erneuerbaren Quellen – Be- oder Entlastung des Netzes?. In: Tagungsband Wissenschaftsdialog. Bundesnetzagentur, 2014, S. 129-145. BIB Download Details
  • Mayer, S.; Gönsch, J.: Consumer Choice Modelling in Product Line Pricing: Reservation Prices and Discrete Choice Theory. In: Klatte, D.; Lüthi, H. - J; Schmedders, K. (Hrsg.): Operations Research Proceedings 2011 — Selected Papers of the International Conference on Operations Research. Springer, Berlin u.a. 2012, S. 547-552. BIB Download Details

Tagungsberichte

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  • Grothmann, R.; Gönsch, J.; Setzer, T.: Bericht zur 5. Sitzung der GOR Arbeits­gruppe "Analytics". In: OR News (2019) Nr. 67, S. 70-71. Volltext BIB Download Details
  • Grothmann, R.; Gönsch, J.; Setzer, T.: Bericht zur Sitzung der GOR Arbeits­gruppen "Analytics" und "Fuzzy Systeme, Neuronale Netze und Künstliche Intelligenz". In: OR News (2018) Nr. 64, S. 80-81. BIB Download Details
  • Grothmann, R.; Gönsch, J.; Setzer, T.: Bericht zur 3. Sitzung der GOR Arbeits­gruppe "Analytics". In: OR News (2018) Nr. 62, S. 42-43. BIB Download Details
  • Grothmann, R.; Gönsch, J.; Setzer, T.: Bericht zur 2. Sitzung der GOR Arbeits­gruppe "Analytics". In: OR News (2016) Nr. 56, S. 40-41. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 12. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2015) Nr. 53, S. 44-45. BIB Download Details
  • Grothmann, R.; Gönsch, J.; Setzer, T.: Bericht zur 1. Sitzung der GOR Arbeits­gruppe "Analytics". In: OR News (2015) Nr. 55, S. 50-51. BIB Download Details
  • Gönsch, J.; Grothmann, R.; Setzer, T.: GOR-Supported Event Attracts Interest in Analytics. In: IFORS News (2014), S. 5. BIB Download Details
  • Gönsch, J.; Grothmann, R.; Setzer, T.: Bericht zur GOR B-Tagung "Analytics". In: OR News (2014) Nr. 51, S. 27-28. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 11. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2014) Nr. 51, S. 43-44. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 10. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2013) Nr. 47, S. 42-43. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 9. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2012) Nr. 44, S. 74-75. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 8. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2011) Nr. 42, S. 59-60. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 7. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2010) Nr. 38, S. 44-45. BIB Download Details
  • Gönsch, J.; Steinhardt, C.: Bericht zur 6. Sitzung der GOR Arbeits­gruppe "Pricing & Revenue Management". In: OR News (2009) Nr. 37, S. 65-66. BIB Download Details