IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v143y2013i1p95-108.html
   My bibliography  Save this article

Modelling hybrid demand (e-commerce “+” traditional) evolution: A scenario planning approach

Author

Listed:
  • Canetta, Luca
  • Cheikhrouhou, Naoufel
  • Glardon, Rémy

Abstract

This work presents a “3 steps–2 aggregation levels” methodological approach for modelling the evolution of the hybrid demand order flow pattern over long time horizons. The hybrid demand is the result of the mutual interaction between the e-commerce and the traditional demand. Thus, its modelling requires a complex analysis at various aggregation levels. More specifically, the quantitative modelling and prediction of e-commerce demand is achieved, both at the market (e-sales turnover) and at the operational (order flow) levels. Then, the demand stemming from the traditional sales channels, modified by the e-commerce introduction is specified and formalised. The concurrent presence of dynamic processes and several uncertainty sources as well as the necessity to assess the impact of e-commerce induced demand modifications over a long time horizon justify the development of a demand scenario planning approach.

Suggested Citation

  • Canetta, Luca & Cheikhrouhou, Naoufel & Glardon, Rémy, 2013. "Modelling hybrid demand (e-commerce “+” traditional) evolution: A scenario planning approach," International Journal of Production Economics, Elsevier, vol. 143(1), pages 95-108.
    • Handle: RePEc:eee:proeco:v:143:y:2013:i:1:p:95-108
    DOI: 10.1016/j.ijpe.2010.06.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0925527310001982
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2010.06.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Robert J. Lempert & David G. Groves & Steven W. Popper & Steve C. Bankes, 2006. "A General, Analytic Method for Generating Robust Strategies and Narrative Scenarios," Management Science, INFORMS, vol. 52(4), pages 514-528, April.
    2. Kleijnen, Jack P. C. & Gaury, Eric, 2003. "Short-term robustness of production management systems: A case study," European Journal of Operational Research, Elsevier, vol. 148(2), pages 452-465, July.
    3. Deleersnyder, B. & Geyskens, I. & Gielens, K. & Dekimpe, M.G., 2002. "How Cannibalistic is the Internet Channel?," ERIM Report Series Research in Management ERS-2002-22-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Cai, Gangshu (George) & Zhang, Zhe George & Zhang, Michael, 2009. "Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes," International Journal of Production Economics, Elsevier, vol. 117(1), pages 80-96, January.
    5. Pierreval, Henri & Durieux-Paris, Severine, 2007. "Robust simulation with a base environmental scenario," European Journal of Operational Research, Elsevier, vol. 182(2), pages 783-793, October.
    6. Deleersnyder, B. & Geyskens, I. & Gielens, K.J.P. & Dekimpe, M.G., 2002. "How cannibalistic is the internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands," Other publications TiSEM 16dcb25c-7ea9-4c75-bdf6-5, Tilburg University, School of Economics and Management.
    7. Lootsma, F. A. & Boonekamp, P. G. M. & Cooke, R. M. & Van Oostvoorn, F., 1990. "Choice of a long-term strategy for the national electricity supply via scenario analysis and multi-criteria analysis," European Journal of Operational Research, Elsevier, vol. 48(2), pages 189-203, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Díaz, Estrella & Martín-Consuegra, David & Esteban, Águeda, 2015. "Perceptions of service cannibalisation: The moderating effect of the type of travel agency," Tourism Management, Elsevier, vol. 48(C), pages 329-342.
    2. Xu, Xun & Munson, Charles L. & Zeng, Shuo, 2017. "The impact of e-service offerings on the demand of online customers," International Journal of Production Economics, Elsevier, vol. 184(C), pages 231-244.
    3. Hsieh, Chung-Chi & Chang, Yih-Long & Wu, Cheng-Han, 2014. "Competitive pricing and ordering decisions in a multiple-channel supply chain," International Journal of Production Economics, Elsevier, vol. 154(C), pages 156-165.
    4. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2017. "The influence of e-services on customer online purchasing behavior toward remanufactured products," International Journal of Production Economics, Elsevier, vol. 187(C), pages 113-125.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Díaz, Estrella & Martín-Consuegra, David & Esteban, Águeda, 2015. "Perceptions of service cannibalisation: The moderating effect of the type of travel agency," Tourism Management, Elsevier, vol. 48(C), pages 329-342.
    2. Kumar, V. & Sunder, Sarang & Sharma, Amalesh, 2015. "Leveraging Distribution to Maximize Firm Performance in Emerging Markets," Journal of Retailing, Elsevier, vol. 91(4), pages 627-643.
    3. Kinshuk Jerath & Anuj Kumar & Serguei Netessine, 2015. "An Information Stock Model of Customer Behavior in Multichannel Customer Support Services," Manufacturing & Service Operations Management, INFORMS, vol. 17(3), pages 368-383, July.
    4. Melis, Kristina & Campo, Katia & Lamey, Lien & Breugelmans, Els, 2016. "A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?," Journal of Retailing, Elsevier, vol. 92(3), pages 268-286.
    5. Roy, Bernard, 2010. "Robustness in operational research and decision aiding: A multi-faceted issue," European Journal of Operational Research, Elsevier, vol. 200(3), pages 629-638, February.
    6. Anuj Kumar & Rahul Telang, 2012. "Does the Web Reduce Customer Service Cost? Empirical Evidence from a Call Center," Information Systems Research, INFORMS, vol. 23(3-part-1), pages 721-737, September.
    7. Marion Debruyne & David J. Reibstein, 2005. "Competitor See, Competitor Do: Incumbent Entry in New Market Niches," Marketing Science, INFORMS, vol. 24(1), pages 55-66, December.
    8. Sharma, Dheeraj, 2016. "An Exploratory Investigation of Impact of Perceived Cannibalization on Salesperson’s Trust, Commitment, Job Satisfaction, Job Performance and Relational Capital," IIMA Working Papers WP2016-03-39, Indian Institute of Management Ahmedabad, Research and Publication Department.
    9. Emrich, Oliver & Paul, Michael & Rudolph, Thomas, 2015. "Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type," Journal of Retailing, Elsevier, vol. 91(2), pages 326-342.
    10. Filistrucchi, L. & Gerardin, D. & van Damme, E.E.C. & Keunen, S. & Klein, T.J. & Michielsen, T.O. & Wileur, J., 2010. "Mergers in Two-Sided Markets - A Report to the NMa," Other publications TiSEM f901d1fe-8878-444e-a685-8, Tilburg University, School of Economics and Management.
    11. Arnaud Riviere & Rémi Mencarelli & Bertrand Belvaux & Jessie Pallud, 2016. "Channel proliferation and perceived value of the digital offer in the newspaper industry: a complementary effect? [Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écri," Post-Print hal-01591784, HAL.
    12. Alberto Sa Vinhas & Sharmila Chatterjee & Shantanu Dutta & Adam Fein & Joseph Lajos & Scott Neslin & Lisa Scheer & William Ross & Qiong Wang, 2010. "Channel design, coordination, and performance: Future research directions," Marketing Letters, Springer, vol. 21(3), pages 223-237, September.
    13. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    14. Simon, Daniel H. & Kadiyali, Vrinda, 2007. "The effect of a magazine's free digital content on its print circulation: Cannibalization or complementarity?," Information Economics and Policy, Elsevier, vol. 19(3-4), pages 344-361, October.
    15. Wolk, Agnieszka & Skiera, Bernd, 2009. "Antecedents and consequences of Internet channel performance," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 163-173.
    16. Chodak, Grzegorz, 2010. "Internet jako dodatkowy kanał dystrybucji – efekt synergii czy kanibalizm? [Internet as Additional Distribution Channel - Synergy or Cannibalism]," MPRA Paper 34180, University Library of Munich, Germany.
    17. Vincent R. Nijs & Shuba Srinivasan & Koen Pauwels, 2007. "Retail-Price Drivers and Retailer Profits," Marketing Science, INFORMS, vol. 26(4), pages 473-487, 07-08.
    18. Sharma, Dheeraj & Pandey, S.K. & Chandwani, Rajesh & Pandey, Peeyush & Joseph, Rojers, 2018. "Internet Channel Cannibalization and its influence on salesperson performance outcomes in an emerging economy context," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 179-189.
    19. Gregory T. Gundlach & Kenneth C. Manning & Joseph P. Cannon, 2011. "Resale price maintenance and free riding: insights from multi-channel research," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 18-31, March.
    20. Cleeren, Kathleen & Geyskens, Kelly & Verhoef, Peter C. & Pennings, Joost M.E., 2016. "Regular or low-fat? An investigation of the long-run impact of the first low-fat purchase on subsequent purchase volumes and calories," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 896-906.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:proeco:v:143:y:2013:i:1:p:95-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/ijpe .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.