IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v160y2015icp144-156.html
   My bibliography  Save this article

A two period pricing model for new fashion style launching strategy

Author

Listed:
  • Zhou, Erfeng
  • Zhang, Juzhi
  • Gou, Qinglong
  • Liang, Liang

Abstract

There is a trend in fashion product industry that firms launch new styles of their products more frequently. To investigate the optimal style launching strategy for a fashion firm, we propose a two-period pricing model for a fashion product firm. The firm sells a style of products in the first period as well as that he may utilize three different strategies in the second period, i.e., (i) the N-Strategy: the firm does not launch a new style; (ii) the S-Strategy: the firm launches a new style and stops selling the previous one immediately; and (iii) the D-Strategy: the firm sells the new and old style simultaneously in the second period. Different from previous literatures, we incorporate the satiation effect of consumers in our model and try to analyze its impacts on the fashion firm׳s new product launching strategy. Specifically, we assume that a consumer occurs a certain mental book value cost x if he/she has already purchased a previous style of the same brand.

Suggested Citation

  • Zhou, Erfeng & Zhang, Juzhi & Gou, Qinglong & Liang, Liang, 2015. "A two period pricing model for new fashion style launching strategy," International Journal of Production Economics, Elsevier, vol. 160(C), pages 144-156.
    • Handle: RePEc:eee:proeco:v:160:y:2015:i:c:p:144-156
    DOI: 10.1016/j.ijpe.2014.10.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0925527314003223
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2014.10.008?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. Daniel A. Levinthal & Devavrat Purohit, 1989. "Durable Goods and Product Obsolescence," Marketing Science, INFORMS, vol. 8(1), pages 35-56.
    2. Nagurney, Anna & Yu, Min, 2012. "Sustainable fashion supply chain management under oligopolistic competition and brand differentiation," International Journal of Production Economics, Elsevier, vol. 135(2), pages 532-540.
    3. Laura J. Kornish, 2001. "Pricing for a Durable-Goods Monopolist Under Rapid Sequential Innovation," Management Science, INFORMS, vol. 47(11), pages 1552-1561, November.
    4. Pan, Kewen & Lai, K.K. & Liang, L. & Leung, Stephen C.H., 2009. "Two-period pricing and ordering policy for the dominant retailer in a two-echelon supply chain with demand uncertainty," Omega, Elsevier, vol. 37(4), pages 919-929, August.
    5. Zhao, Li & Tian, Peng & Xiangyong Li, 2012. "Dynamic pricing in the presence of consumer inertia," Omega, Elsevier, vol. 40(2), pages 137-148, April.
    6. Qi, Xiangtong & Bard, Jonathan F. & Yu, Gang, 2004. "Supply chain coordination with demand disruptions," Omega, Elsevier, vol. 32(4), pages 301-312, August.
    7. Wang, Xiaojun & Li, Dong, 2012. "A dynamic product quality evaluation based pricing model for perishable food supply chains," Omega, Elsevier, vol. 40(6), pages 906-917.
    8. Anirudh Dhebar, 1994. "Durable-Goods Monopolists, Rational Consumers, and Improving Products," Marketing Science, INFORMS, vol. 13(1), pages 100-120.
    9. Li, Yongjian & Wei, Cansheng & Cai, Xiaoqiang, 2012. "Optimal pricing and order policies with B2B product returns for fashion products," International Journal of Production Economics, Elsevier, vol. 135(2), pages 637-646.
    10. Lim, Wei Shi & Tang, Christopher S., 2006. "Optimal product rollover strategies," European Journal of Operational Research, Elsevier, vol. 174(2), pages 905-922, October.
    11. Chao Liang & Metin Çakanyıldırım & Suresh P. Sethi, 2014. "Analysis of Product Rollover Strategies in the Presence of Strategic Customers," Management Science, INFORMS, vol. 60(4), pages 1033-1056, April.
    12. Webster, Scott & Kevin Weng, Z., 2008. "Ordering and pricing policies in a manufacturing and distribution supply chain for fashion products," International Journal of Production Economics, Elsevier, vol. 114(2), pages 476-486, August.
    13. Elie Ofek & Miklos Sarvary, 2003. "R&D, Marketing, and the Success of Next-Generation Products," Marketing Science, INFORMS, vol. 22(3), pages 355-370, July.
    14. Leslie Olin Morgan & Ruskin M. Morgan & William L. Moore, 2001. "Quality and Time-to-Market Trade-offs when There Are Multiple Product Generations," Manufacturing & Service Operations Management, INFORMS, vol. 3(2), pages 89-104, June.
    15. Gadi Fibich & Arieh Gavious & Oded Lowengart, 2003. "Explicit Solutions of Optimization Models and Differential Games with Nonsmooth (Asymmetric) Reference-Price Effects," Operations Research, INFORMS, vol. 51(5), pages 721-734, October.
    16. Okada, Erica Mina, 2001. "Trade-Ins, Mental Accounting, and Product Replacement Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 433-446, March.
    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. Liu, Jingchen & Zhai, Xin & Chen, Lihua, 2019. "Optimal pricing strategy under trade-in program in the presence of strategic consumers," Omega, Elsevier, vol. 84(C), pages 1-17.
    2. Liu, Jingchen & Zhai, Xin & Chen, Lihua, 2018. "The interaction between product rollover strategy and pricing scheme," International Journal of Production Economics, Elsevier, vol. 201(C), pages 116-135.
    3. Xue, Yu & Caliskan-Demirag, Ozgun & Chen, Youhua (Frank) & Yu, Yugang, 2018. "Supporting customers to sell used goods: Profitability and environmental implications," International Journal of Production Economics, Elsevier, vol. 206(C), pages 220-232.
    4. Jing, Fei & Lin, Jun & Zhang, Qiao & Qian, Yanjun, 2022. "New technology introduction and product rollover strategies," European Journal of Operational Research, Elsevier, vol. 302(1), pages 324-336.
    5. Hao, Zhaowei & Qi, Wei & Gong, Tianxiao & Chen, Lihua & Shen, Zuo-Jun Max, 2019. "Innovation uncertainty, new product press timing and strategic consumers," Omega, Elsevier, vol. 89(C), pages 122-135.
    6. Chao Liang & Metin Çakanyıldırım & Suresh P. Sethi, 2014. "Analysis of Product Rollover Strategies in the Presence of Strategic Customers," Management Science, INFORMS, vol. 60(4), pages 1033-1056, April.
    7. 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.
    8. Michelle M.H. Şeref & Janice E. Carrillo & Arda Yenipazarli, 2016. "Multi-generation pricing and timing decisions in new product development," International Journal of Production Research, Taylor & Francis Journals, vol. 54(7), pages 1919-1937, April.
    9. Sreekumar R. Bhaskaran & Stephen M. Gilbert, 2005. "Selling and Leasing Strategies for Durable Goods with Complementary Products," Management Science, INFORMS, vol. 51(8), pages 1278-1290, August.
    10. Schwarz, Justus Arne & Tan, Barış, 2021. "Optimal sales and production rollover strategies under capacity constraints," European Journal of Operational Research, Elsevier, vol. 294(2), pages 507-524.
    11. Li, Kate J. & Xu, Susan H., 2015. "The comparison between trade-in and leasing of a product with technology innovations," Omega, Elsevier, vol. 54(C), pages 134-146.
    12. Banerjee, Sumitro & Soberman, David A., 2013. "Product development capability and marketing strategy for new durable products," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 276-291.
    13. Kai-Lung Hui & Qiu-Hong Wang, 2005. "Delayed Product Introduction," Industrial Organization 0503011, University Library of Munich, Germany.
    14. Sivakumar, K. & Feng, Cong, 2019. "Patterns of product improvements and customer response," Journal of Business Research, Elsevier, vol. 104(C), pages 27-43.
    15. Qiu-Hong Wang & Kai-Lung Hui, 2017. "Technology Mergers and Acquisitions in the Presence of an Installed Base: A Strategic Analysis," Information Systems Research, INFORMS, vol. 28(1), pages 46-63, March.
    16. Sreekumar R. Bhaskaran & Stephen M. Gilbert, 2009. "Implications of Channel Structure for Leasing or Selling Durable Goods," Marketing Science, INFORMS, vol. 28(5), pages 918-934, 09-10.
    17. Liu, Hengyu & Zhang, Juliang & Zhou, Chen & Ru, Yihong, 2018. "Optimal purchase and inventory retrieval policies for perishable seasonal agricultural products," Omega, Elsevier, vol. 79(C), pages 133-145.
    18. Xiong, Yu & Zhao, Pei & Xiong, Zhongkai & Li, Gendao, 2016. "The impact of product upgrading on the decision of entrance to a secondary market," European Journal of Operational Research, Elsevier, vol. 252(2), pages 443-454.
    19. Zhao, Hao & Jagpal, Sharan, 2009. "Upgrade pricing, market growth, and social welfare," Journal of Business Research, Elsevier, vol. 62(7), pages 713-718, July.
    20. Linyi Li & Shyam Gopinath & Stephen J. Carson, 2022. "History Matters: The Impact of Online Customer Reviews Across Product Generations," Management Science, INFORMS, vol. 68(5), pages 3878-3903, May.

    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:160:y:2015:i:c:p:144-156. 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.