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Contracting under asymmetric customer returns information and market valuation with advertising-dependent demand

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  • Song Huang
  • Jun Yang

Abstract

We consider a contract design problem when the customer returns rate is private information to the retailer. Assuming that the retailer is a listed firm and cares about her market value, in the advertising-dependent demand setting, we derive the optimal menu of contracts and investigate the impact of the retailer's market value concern on the optimal contract parameters, as well as on the supply chain performance. It is shown that retailer's market value concern mitigates ordering quantity and advertising investment distortions caused by information asymmetry. Although this concern increases the manufacturer's expected payoff and the supply chains expected payoff, it may benefit or hurt the retailer depending on some specific conditions. [Received 15 September 2013; Revised 8 April 2014; Accepted 5 May 2014]

Suggested Citation

  • Song Huang & Jun Yang, 2015. "Contracting under asymmetric customer returns information and market valuation with advertising-dependent demand," European Journal of Industrial Engineering, Inderscience Enterprises Ltd, vol. 9(4), pages 538-560.
    • Handle: RePEc:ids:eujine:v:9:y:2015:i:4:p:538-560
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    Cited by:

    1. Shizhen Bai & Na Xu, 2016. "The online seller's optimal price and inventory policies under different payment schemes," European Journal of Industrial Engineering, Inderscience Enterprises Ltd, vol. 10(3), pages 285-300.
    2. Wang, Chong & Chen, Jing & Chen, Xu, 2017. "Pricing and order decisions with option contracts in the presence of customer returns," International Journal of Production Economics, Elsevier, vol. 193(C), pages 422-436.
    3. Liu, Mengqi & Cao, Erbao & Salifou, Coulibaly Kigbajah, 2016. "Pricing strategies of a dual-channel supply chain with risk aversion," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 90(C), pages 108-120.
    4. Zhang, Qiao & Chen, Jing & Chen, Bintong, 2021. "Information strategy in a supply chain under asymmetric customer returns information," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 155(C).

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