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Price markdown scheme in a multi-echelon supply chain in a high-tech industry

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  • Chung, Wenming
  • Talluri, Srinivas
  • Narasimhan, Ram

Abstract

This paper studies the price markdown scheme in a supply chain that consists of a supplier, a contract manufacturer (CM), and a buyer (retailer). The buyer subcontracts the production of the final product to the CM. The CM buys the components from the supplier and charges the buyer a service fee for the final product produced. The price markdown is made possible by the supplier with the development of new manufacturing technologies that reduce the production cost for the sourced component. Consequently, the buyer adjusts the retail price in order to possibly stimulate stronger demand that may benefit both the supplier and the buyer. Under this scenario, we identify the optimal discount pricing strategies, capacity reservation, and the stocking policies for the supplier and the buyer. We also investigate the optimal inventory decision for the CM to cope with the price discount by considering both demand and delivery uncertainties. Our results suggest that higher production cost accelerates the effects of higher price sensitivity on lowering the optimal capacity and stocking policies in the supply chain. The effect of mean demand error on the optimal prices is relatively marginal compared with that from price sensitivity. We also found that increasing the standard deviation of the random demand does not necessarily increase the stocking level as one would predict. The results show that delivery uncertainty plays an important role in the inventory carried beyond the price break. We discuss potential extensions for future research.

Suggested Citation

  • Chung, Wenming & Talluri, Srinivas & Narasimhan, Ram, 2011. "Price markdown scheme in a multi-echelon supply chain in a high-tech industry," European Journal of Operational Research, Elsevier, vol. 215(3), pages 581-589, December.
    • Handle: RePEc:eee:ejores:v:215:y:2011:i:3:p:581-589
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    Cited by:

    1. Luca Grosset & Bruno Viscolani, 2016. "Manufacturing High-Tech Products Subject to Rapid Obsolescence," Journal of Optimization Theory and Applications, Springer, vol. 170(3), pages 993-1008, September.
    2. Viktoryia Buhayenko & Sin C. Ho & Anders Thorstenson, 2018. "A variable neighborhood search heuristic for supply chain coordination using dynamic price discounts," EURO Journal on Transportation and Logistics, Springer;EURO - The Association of European Operational Research Societies, vol. 7(4), pages 363-385, December.
    3. Chung, Wenming & Talluri, Srinivas & Narasimhan, Ram, 2015. "Optimal pricing and inventory strategies with multiple price markdowns over time," European Journal of Operational Research, Elsevier, vol. 243(1), pages 130-141.
    4. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
    5. Liu, Zugang (Leo) & Anderson, Trisha D. & Cruz, Jose M., 2012. "Consumer environmental awareness and competition in two-stage supply chains," European Journal of Operational Research, Elsevier, vol. 218(3), pages 602-613.

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