IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v68y2022i8p5891-5906.html
   My bibliography  Save this article

Profit or Growth? Dynamic Order Allocation in a Hybrid Workforce

Author

Listed:
  • Eryn Juan He

    (Institute of Operations Research and Analytics, National University of Singapore, Singapore 117602)

  • Joel Goh

    (Department of Analytics and Operations, NUS Business School, Singapore 119245, Singapore; NUS Global Asia Institute, National University of Singapore, Singapore 119076, Singapore; Harvard Business School, Boston, Massachusetts 02163)

Abstract

Modern digital technology has enabled the emergence of the hybrid workforce in service organizations, where a firm uses on-demand freelancers to augment its traditional labor supply of employees. Freelancers are typically supplied by an electronic platform. How should demand be allocated between employees and freelancers? Under what conditions is the system (comprising the firm and its platform) sustainable in the long run? We investigate these questions in the context of last-mile delivery. We develop a discrete-time, stochastic dynamic program that captures the system’s profit from serving demand and the platform’s growth dynamics. The dynamic model incorporates a service constraint for the platform and a simple version of a stochastic network effect. We find that the answers to our research questions critically depend on two key parameters: the mean and variance of the cross-network effect . We conduct a numerical study with data from a last-mile delivery firm in Vietnam to illustrate our findings.

Suggested Citation

  • Eryn Juan He & Joel Goh, 2022. "Profit or Growth? Dynamic Order Allocation in a Hybrid Workforce," Management Science, INFORMS, vol. 68(8), pages 5891-5906, August.
    • Handle: RePEc:inm:ormnsc:v:68:y:2022:i:8:p:5891-5906
    DOI: 10.1287/mnsc.2021.4177
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.2021.4177
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.2021.4177?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
    ---><---

    References listed on IDEAS

    as
    1. Gérard P. Cachon & Kaitlin M. Daniels & Ruben Lobel, 2017. "The Role of Surge Pricing on a Service Platform with Self-Scheduling Capacity," Manufacturing & Service Operations Management, INFORMS, vol. 19(3), pages 368-384, July.
    2. C. H. Skiadas & A. N. Giovanis, 1997. "A stochastic Bass innovation diffusion model for studying the growth of electricity consumption in Greece," Applied Stochastic Models and Data Analysis, John Wiley & Sons, vol. 13(2), pages 85-101, June.
    3. Jun Li & Serguei Netessine, 2020. "Higher Market Thickness Reduces Matching Rate in Online Platforms: Evidence from a Quasiexperiment," Management Science, INFORMS, vol. 66(1), pages 271-289, January.
    4. Junhong Chu & Puneet Manchanda, 2016. "Quantifying Cross and Direct Network Effects in Online Consumer-to-Consumer Platforms," Marketing Science, INFORMS, vol. 35(6), pages 870-893, November.
    5. Jiaru Bai & Kut C. So & Christopher S. Tang & Xiqun (Michael) Chen & Hai Wang, 2019. "Coordinating Supply and Demand on an On-Demand Service Platform with Impatient Customers," Manufacturing & Service Operations Management, INFORMS, vol. 21(3), pages 556-570, July.
    6. Jean‐Charles Rochet & Jean Tirole, 2006. "Two‐sided markets: a progress report," RAND Journal of Economics, RAND Corporation, vol. 37(3), pages 645-667, September.
    7. George E. Monahan, 1984. "Technical Note—A Pure Birth Model of Optimal Advertising with Word-of-Mouth," Marketing Science, INFORMS, vol. 3(2), pages 169-178.
    8. Marc Rysman, 2009. "The Economics of Two-Sided Markets," Journal of Economic Perspectives, American Economic Association, vol. 23(3), pages 125-143, Summer.
    9. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    10. Jing Dong & Rouba Ibrahimb, 2020. "Managing Supply in the On-Demand Economy: Flexible Workers, Full-Time Employees, or Both?," Operations Research, INFORMS, vol. 68(4), pages 1238-1264, July.
    11. Sunil Kumar & Jayashankar M. Swaminathan, 2003. "Diffusion of Innovations Under Supply Constraints," Operations Research, INFORMS, vol. 51(6), pages 866-879, December.
    12. Pinker, Edieal J. & Larson, Richard C., 2003. "Optimizing the use of contingent labor when demand is uncertain," European Journal of Operational Research, Elsevier, vol. 144(1), pages 39-55, January.
    13. Hagiu Andrei, 2007. "Merchant or Two-Sided Platform?," Review of Network Economics, De Gruyter, vol. 6(2), pages 1-19, June.
    14. Harikesh Nair & Pradeep Chintagunta & Jean-Pierre Dubé, 2004. "Empirical Analysis of Indirect Network Effects in the Market for Personal Digital Assistants," Quantitative Marketing and Economics (QME), Springer, vol. 2(1), pages 23-58, March.
    15. Christian Stummer & Dennis Kundisch & Reinhold Decker, 2018. "Platform Launch Strategies," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 60(2), pages 167-173, April.
    16. Joseph M. Milner & Edieal J. Pinker, 2001. "Contingent Labor Contracting Under Demand and Supply Uncertainty," Management Science, INFORMS, vol. 47(8), pages 1046-1062, August.
    17. Daniel A. Ackerberg & Gautam Gowrisankaran, 2006. "Quantifying equilibrium network externalities in the ACH banking industry," RAND Journal of Economics, RAND Corporation, vol. 37(3), pages 738-761, September.
    18. Neil Gandal & Michael Kende & Rafael Rob, 2000. "The Dynamics of Technological Adoption in Hardware/Software Systems: The Case of Compact Disc Players," RAND Journal of Economics, The RAND Corporation, vol. 31(1), pages 43-61, Spring.
    19. Teck-Hua Ho & Sergei Savin & Christian Terwiesch, 2002. "Managing Demand and Sales Dynamics in New Product Diffusion Under Supply Constraint," Management Science, INFORMS, vol. 48(2), pages 187-206, February.
    20. Saravanan Kesavan & Bradley R. Staats & Wendell Gilland, 2014. "Volume Flexibility in Services: The Costs and Benefits of Flexible Labor Resources," Management Science, INFORMS, vol. 60(8), pages 1884-1906, August.
    21. Andrei Hagiu, 2009. "Two‐Sided Platforms: Product Variety and Pricing Structures," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 18(4), pages 1011-1043, December.
    22. Daniel Ackerberg & Gautam Gowrisankaran, 2006. "Quantifying Equilibrium Network Externalities in the ACH Banking Industry," RAND Journal of Economics, The RAND Corporation, vol. 37(3), pages 738-761, Autumn.
    23. Katz, Michael L & Shapiro, Carl, 1992. "Product Introduction with Network Externalities," Journal of Industrial Economics, Wiley Blackwell, vol. 40(1), pages 55-83, March.
    24. Saed Alizamir & Francis de Véricourt & Peng Sun, 2016. "Efficient Feed-In-Tariff Policies for Renewable Energy Technologies," Operations Research, INFORMS, vol. 64(1), pages 52-66, February.
    25. Stremersch, S. & Tellis, G.J. & Franses, Ph.H.B.F. & Binken, J.L.G., 2007. "Indirect Network Effects in New Product Growth," ERIM Report Series Research in Management ERS-2007-019-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.
    26. Zoë Cullen & Chiara Farronato, 2021. "Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms," Management Science, INFORMS, vol. 67(7), pages 3985-4003, July.
    27. Shlomo Kalish & Gary L. Lilien, 1983. "Optimal Price Subsidy Policy for Accelerating the Diffusion Of Innovation," Marketing Science, INFORMS, vol. 2(4), pages 407-420.
    28. Shlomo Kalish, 1985. "A New Product Adoption Model with Price, Advertising, and Uncertainty," Management Science, INFORMS, vol. 31(12), pages 1569-1585, December.
    29. Wenjing Shen & Izak Duenyas & Roman Kapuscinski, 2011. "New Product Diffusion Decisions Under Supply Constraints," Management Science, INFORMS, vol. 57(10), pages 1802-1810, October.
    30. Tapiero, Charles S., 1983. "Stochastic diffusion models with advertising and word-of-mouth effects," European Journal of Operational Research, Elsevier, vol. 12(4), pages 348-356, April.
    31. Kostas Bimpikis & Wedad J. Elmaghraby & Ken Moon & Wenchang Zhang, 2020. "Managing Market Thickness in Online Business-to-Business Markets," Management Science, INFORMS, vol. 66(12), pages 5783-5822, December.
    32. Berman, Oded & Larson, Richard C., 1994. "Determining optimal pool size of a temporary call-in work force," European Journal of Operational Research, Elsevier, vol. 73(1), pages 55-64, February.
    33. Teck-Hua Ho & Sergei Savin & Christian Terwiesch, 2011. "Note: A Reply to "New Product Diffusion Decisions Under Supply Constraints"," Management Science, INFORMS, vol. 57(10), pages 1811-1812, October.
    34. Atul Bhandari & Alan Scheller-Wolf & Mor Harchol-Balter, 2008. "An Exact and Efficient Algorithm for the Constrained Dynamic Operator Staffing Problem for Call Centers," Management Science, INFORMS, vol. 54(2), pages 339-353, February.
    Full references (including those not matched with items on IDEAS)

    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. Christian Stummer & Dennis Kundisch & Reinhold Decker, 2018. "Platform Launch Strategies," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 60(2), pages 167-173, April.
    2. Jullien, Bruno & Pavan, Alessandro & Rysman, Marc, 2021. "Two-sided Markets, Pricing, and Network Effects," TSE Working Papers 21-1238, Toulouse School of Economics (TSE).
    3. Wenjing Shen & Izak Duenyas & Roman Kapuscinski, 2014. "Optimal Pricing, Production, and Inventory for New Product Diffusion Under Supply Constraints," Manufacturing & Service Operations Management, INFORMS, vol. 16(1), pages 28-45, February.
    4. S. Sriram & Puneet Manchanda & Mercedes Bravo & Junhong Chu & Liye Ma & Minjae Song & Scott Shriver & Upender Subramanian, 2015. "Platforms: a multiplicity of research opportunities," Marketing Letters, Springer, vol. 26(2), pages 141-152, June.
    5. Kevin J. Boudreau, 2021. "Promoting Platform Takeoff and Self-Fulfilling Expectations: Field Experimental Evidence," Management Science, INFORMS, vol. 67(9), pages 5953-5967, September.
    6. Richards, Timothy J. & Hamilton, Stephen F., 2018. "Food waste in the sharing economy," Food Policy, Elsevier, vol. 75(C), pages 109-123.
    7. Rodolphe Durand & Robert M. Grant & Tammy L. Madsen & David P. McIntyre & Arati Srinivasan, 2017. "Networks, platforms, and strategy: Emerging views and next steps," Strategic Management Journal, Wiley Blackwell, vol. 38(1), pages 141-160, January.
    8. Yiyi Zhou, 2017. "Bayesian Estimation of a Dynamic Model of Two-Sided Markets: Application to the U.S. Video Game Industry," Management Science, INFORMS, vol. 63(11), pages 3874-3894, November.
    9. Zoë Cullen & Chiara Farronato, 2021. "Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms," Management Science, INFORMS, vol. 67(7), pages 3985-4003, July.
    10. Ginger Zhe Jin & Marc Rysman, 2015. "Platform Pricing at Sports Card Conventions," Journal of Industrial Economics, Wiley Blackwell, vol. 63(4), pages 704-735, December.
    11. Hong, Zhaofu & Li, Mengfan & Han, Xiaoya & He, Xuhuai, 2020. "Innovative green product diffusion through word of mouth," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 134(C).
    12. Kim, Jin-Hyuk & Prince, Jeffrey & Qiu, Calvin, 2014. "Indirect network effects and the quality dimension: A look at the gaming industry," International Journal of Industrial Organization, Elsevier, vol. 37(C), pages 99-108.
    13. Yue Liu & Rong Luo, 2023. "Network Effects and Multinetwork Sellers’ Dynamic Pricing in the U.S. Smartphone Market," Management Science, INFORMS, vol. 69(6), pages 3297-3318, June.
    14. Malaki, Saha & Izady, Navid & de Menezes, Lilian M., 2023. "A framework for optimal recruitment of temporary and permanent healthcare workers in highly uncertain environments," European Journal of Operational Research, Elsevier, vol. 308(2), pages 768-781.
    15. Bin Hu & Zhankun Sun, 2022. "Managing Self-Replicating Innovative Goods," Management Science, INFORMS, vol. 68(1), pages 399-419, January.
    16. Daniel Birke, 2009. "The Economics Of Networks: A Survey Of The Empirical Literature," Journal of Economic Surveys, Wiley Blackwell, vol. 23(4), pages 762-793, September.
    17. A. Negahban & J.S. Smith, 2016. "The effect of supply and demand uncertainties on the optimal production and sales plans for new products," International Journal of Production Research, Taylor & Francis Journals, vol. 54(13), pages 3852-3869, July.
    18. Jean-Pierre H. Dubé & Günter J. Hitsch & Pradeep K. Chintagunta, 2010. "Tipping and Concentration in Markets with Indirect Network Effects," Marketing Science, INFORMS, vol. 29(2), pages 216-249, 03-04.
    19. Vahideh Manshadi & Sidhant Misra & Scott Rodilitz, 2020. "Diffusion in Random Networks: Impact of Degree Distribution," Operations Research, INFORMS, vol. 68(6), pages 1722-1741, November.
    20. Meade, Nigel & Islam, Towhidul, 2006. "Modelling and forecasting the diffusion of innovation - A 25-year review," International Journal of Forecasting, Elsevier, vol. 22(3), pages 519-545.

    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:inm:ormnsc:v:68:y:2022:i:8:p:5891-5906. 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    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.