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Can Strategic Customer Behavior Speed Up Product Innovation?

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  • Chao Liang
  • Metin Çakanyildirim
  • Suresh P. Sethi

Abstract

We study a monopolistic firm which introduces two product versions sequentially in two periods. We analyze and compare the firm's decisions on the innovation level of the new version, the production quantities and prices of both versions, and the associated profit in four settings: when the customers are myopic or strategic in period 1 and whether the leftover inventory of the old version is phased out from the market (single rollover strategy) or is sold in the market (dual rollover strategy). In period 2, newcomers who wish to buy the new version arrive in the market. We show that the firm can improve both its profit and its innovation level by adopting an appropriate rollover strategy when selling to strategic customers. This finding underscores the importance of choosing a rollover strategy. Interestingly and differently from the existing literature, we see that strategic waiting behavior can accelerate innovation. These analytical insights remain largely valid when some of the customers who cannot get the old version due to a stockout leave the market before the new version arrives, or when some of the newcomers are interested in the new version as well as the leftover old version.

Suggested Citation

  • Chao Liang & Metin Çakanyildirim & Suresh P. Sethi, 2018. "Can Strategic Customer Behavior Speed Up Product Innovation?," Production and Operations Management, Production and Operations Management Society, vol. 27(8), pages 1516-1533, August.
    • Handle: RePEc:bla:popmgt:v:27:y:2018:i:8:p:1516-1533
    DOI: 10.1111/poms.12880
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    Cited by:

    1. Juzhi Zhang & Tsan‐Ming Choi & T. C. E. Cheng, 2020. "Stochastic production capacity: A bane or a boon for quick response supply chains?," Naval Research Logistics (NRL), John Wiley & Sons, vol. 67(2), pages 126-146, March.
    2. Esma Koca & Tommaso Valletti & Wolfram Wiesemann, 2021. "Designing Digital Rollovers: Managing Perceived Obsolescence through Release Times," Production and Operations Management, Production and Operations Management Society, vol. 30(10), pages 3698-3712, October.
    3. Wu, Aiqi & Song, Di & Liu, Yihui, 2022. "Platform synergy and innovation speed of SMEs: The roles of organizational design and regional environment," Journal of Business Research, Elsevier, vol. 149(C), pages 38-53.
    4. Xinmin Liu & Kangkang Lin & Lei Wang & Lili Ding, 2020. "Pricing Decisions for a Sustainable Supply Chain in the Presence of Potential Strategic Customers," Sustainability, MDPI, vol. 12(4), pages 1-17, February.
    5. Chen, Pingping & Zhao, Ruiqing & Yan, Yingchen & Li, Xiang, 2020. "Promotional pricing and online business model choice in the presence of retail competition," Omega, Elsevier, vol. 94(C).

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