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Determining the optimal policy for a home delivery milk retailing: A simulation approach

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  • BEREND WIERENGA
  • AAD VAN TILBURG

Abstract

Summary A food retailing firm operates in a complex situation where its economic result is influenced by a large number of variables: own marketing variables, characteristics of customers and area of location and the nature of competition. This paper demonstrates how all these influences can be integrated into a model and how this model subsequently can be used to find the optimal policy of the retailing firm under various conditions. The specific application in the paper is home delivery milk retailing in the Netherlands.

Suggested Citation

  • Berend Wierenga & Aad Van Tilburg, 1977. "Determining the optimal policy for a home delivery milk retailing: A simulation approach," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 4(3), pages 245-270.
    • Handle: RePEc:oup:erevae:v:4:y:1977:i:3:p:245-270.
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    File URL: http://hdl.handle.net/10.1093/erae/4.3.245
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    Cited by:

    1. Wierenga, Berend, 2011. "Managerial decision making in marketing: The next research frontier," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 89-101.

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