IDEAS home Printed from https://ideas.repec.org/a/bla/popmgt/v30y2021i1p11-27.html
   My bibliography  Save this article

Nudging a Slow‐Moving High‐Margin Product in a Supply Chain with Constrained Capacity

Author

Listed:
  • Na Zhang
  • Karthik Kannan
  • George Shanthikumar

Abstract

For a slow‐moving high‐margin product, we demonstrate the viability of an information‐based nudging strategy. The motivation to study this problem was because a firm faced availability constraints for one of its slow‐moving high‐margin products, but the available quantities still exceeded the current demand. To identify customers to nudge, we develop a support vector machine (SVM) approach to rank order the customers based on their propensity to purchase the product. The underlying notion in our approach is that Type I errors, to be defined in the paper, in our classifier are not necessarily problematic but are potential nudging targets. Also, as a consequence, traditional ways of evaluating classifiers (with Type I and Type II errors) are not appropriate. Therefore, we conduct a field experiment to evaluate how well the identified customers are nudged through information and/or couponing. We find that in terms of the successful nudges, our SVM‐based approach performed better than other approaches. The experiment also generated insights about when couponing as opposed to information is more effective when nudging.

Suggested Citation

  • Na Zhang & Karthik Kannan & George Shanthikumar, 2021. "Nudging a Slow‐Moving High‐Margin Product in a Supply Chain with Constrained Capacity," Production and Operations Management, Production and Operations Management Society, vol. 30(1), pages 11-27, January.
  • Handle: RePEc:bla:popmgt:v:30:y:2021:i:1:p:11-27
    DOI: 10.1111/poms.13267
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/poms.13267
    Download Restriction: no

    File URL: https://libkey.io/10.1111/poms.13267?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. Emre M. Demirezen & Subodha Kumar, 2016. "Optimization of Recommender Systems Based on Inventory," Production and Operations Management, Production and Operations Management Society, vol. 25(4), pages 593-608, April.
    2. Glenn W. Harrison & John A. List, 2004. "Field Experiments," Journal of Economic Literature, American Economic Association, vol. 42(4), pages 1009-1055, December.
    3. Daniel Fleder & Kartik Hosanagar, 2009. "Blockbuster Culture's Next Rise or Fall: The Impact of Recommender Systems on Sales Diversity," Management Science, INFORMS, vol. 55(5), pages 697-712, May.
    4. Fernando Bernstein & Awi Federgruen, 2005. "Decentralized Supply Chains with Competing Retailers Under Demand Uncertainty," Management Science, INFORMS, vol. 51(1), pages 18-29, January.
    5. Sudip Bhattacharjee & Ram D. Gopal & Kaveepan Lertwachara & James R. Marsden & Rahul Telang, 2007. "The Effect of Digital Sharing Technologies on Music Markets: A Survival Analysis of Albums on Ranking Charts," Management Science, INFORMS, vol. 53(9), pages 1359-1374, September.
    6. Qi Feng & J. George Shanthikumar, 2018. "How Research in Production and Operations Management May Evolve in the Era of Big Data," Production and Operations Management, Production and Operations Management Society, vol. 27(9), pages 1670-1684, September.
    7. Gérard P. Cachon & Martin A. Lariviere, 2005. "Supply Chain Coordination with Revenue-Sharing Contracts: Strengths and Limitations," Management Science, INFORMS, vol. 51(1), pages 30-44, January.
    8. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    9. Sahni, Navdeep & Zou, Dan & Chintagunta, Pradeep, 2014. "Effects of Targeted Promotions: Evidence from Field Experiments," Research Papers 3243, Stanford University, Graduate School of Business.
    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. Moon, Ilkyeong & Feng, Xuehao, 2017. "Supply chain coordination with a single supplier and multiple retailers considering customer arrival times and route selection," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 106(C), pages 78-97.
    2. Yang, Jian & Qi, Xiangtong, 2009. "On the design of coordinating contracts," International Journal of Production Economics, Elsevier, vol. 122(2), pages 581-594, December.
    3. Li, Bai-Xun & Zhou, Yong-Wu & Li, Ji-zi & Zhou, Shi-ping, 2013. "Contract choice game of supply chain competition at both manufacturer and retailer levels," International Journal of Production Economics, Elsevier, vol. 143(1), pages 188-197.
    4. Wang, Feng & Diabat, Ali & Wu, Lunwen, 2021. "Supply chain coordination with competing suppliers under price-sensitive stochastic demand," International Journal of Production Economics, Elsevier, vol. 234(C).
    5. Chen, Haoya & Chen, Youhua (Frank) & Chiu, Chun-Hung & Choi, Tsan-Ming & Sethi, Suresh, 2010. "Coordination mechanism for the supply chain with leadtime consideration and price-dependent demand," European Journal of Operational Research, Elsevier, vol. 203(1), pages 70-80, May.
    6. Yaoguang Zhong & Fangfang Guo & Zhiqiang Wang & Huajun Tang, 2019. "Coordination Analysis of Revenue Sharing in E-Commerce Logistics Service Supply Chain With Cooperative Distribution," SAGE Open, , vol. 9(3), pages 21582440198, August.
    7. Lu, Lijian & Wu, Yaozhong, 2015. "Preferences for contractual forms in supply chains," European Journal of Operational Research, Elsevier, vol. 241(1), pages 74-84.
    8. Andrew Henry & Christian Wernz, 2015. "A multiscale decision theory analysis for revenue sharing in three-stage supply chains," Annals of Operations Research, Springer, vol. 226(1), pages 277-300, March.
    9. Park, YoungSoo & Sim, Jeongeun & Kim, Bosung, 2022. "Online retail operations with “Try-Before-You-Buy”," European Journal of Operational Research, Elsevier, vol. 299(3), pages 987-1002.
    10. Daniel Granot & Shuya Yin, 2005. "On the effectiveness of returns policies in the price‐dependent newsvendor model," Naval Research Logistics (NRL), John Wiley & Sons, vol. 52(8), pages 765-779, December.
    11. Ghosh, Debabrata & Shah, Janat, 2012. "A comparative analysis of greening policies across supply chain structures," International Journal of Production Economics, Elsevier, vol. 135(2), pages 568-583.
    12. Wu, Qing & Mu, Yinping & Feng, Yi, 2015. "Coordinating contracts for fresh product outsourcing logistics channels with power structures," International Journal of Production Economics, Elsevier, vol. 160(C), pages 94-105.
    13. Syed Asif Raza, 2022. "A bibliometric analysis of pricing models in supply chain," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(2), pages 228-251, April.
    14. Biswas, Indranil & Avittathur, Balram & Chatterjee, Ashis K, 2016. "Impact of structure, market share and information asymmetry on supply contracts for a single supplier multiple buyer network," European Journal of Operational Research, Elsevier, vol. 253(3), pages 593-601.
    15. Liu, Yong & Qin, Fei & Fry, Michael J. & Raturi, Amitabh S., 2012. "Multi-period modeling of two-way price commitment under price-dependent demand," European Journal of Operational Research, Elsevier, vol. 221(3), pages 546-556.
    16. Wu, Desheng & Baron, Opher & Berman, Oded, 2009. "Bargaining in competing supply chains with uncertainty," European Journal of Operational Research, Elsevier, vol. 197(2), pages 548-556, September.
    17. Lode Li & Hongtao Zhang, 2008. "Confidentiality and Information Sharing in Supply Chain Coordination," Management Science, INFORMS, vol. 54(8), pages 1467-1481, August.
    18. Yingxue Zhao & Tsan-Ming Choi & T. C. E. Cheng & Shouyang Wang, 2017. "Mean-risk analysis of wholesale price contracts with stochastic price-dependent demand," Annals of Operations Research, Springer, vol. 257(1), pages 491-518, October.
    19. Yuyue Song & Saibal Ray & Shanling Li, 2008. "Structural Properties of Buyback Contracts for Price-Setting Newsvendors," Manufacturing & Service Operations Management, INFORMS, vol. 10(1), pages 1-18, November.
    20. Haresh Gurnani & Murat Erkoc, 2008. "Supply contracts in manufacturer‐retailer interactions with manufacturer‐quality and retailer effort‐induced demand," Naval Research Logistics (NRL), John Wiley & Sons, vol. 55(3), pages 200-217, April.

    More about this item

    Statistics

    Access and download statistics

    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:bla:popmgt:v:30:y:2021:i:1:p:11-27. 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: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1937-5956 .

    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.