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Effect of Supply Reliability in a Retail Setting with Joint Marketing and Inventory Decisions

Listed author(s):
  • Shaoxuan Liu


    (Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200052, China)

  • Kut C. So


    (Paul Merage School of Business, University of California, Irvine, California 92697)

  • Fuqiang Zhang


    (Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130)

Registered author(s):

    This paper studies the impact of supply reliability on a retail firm's performance under joint marketing and inventory decisions. The firm sells a product in a single selling season and can exert marketing effort to influence consumer demand. We develop a modeling framework to quantify the value of improving supply reliability and investigate how this value depends on different model parameters. Our results provide useful insights into how firms should make investment decisions on adopting new technologies to improve supply reliability. First, we establish a necessary and sufficient condition under which the maximum unit cost a firm is willing to pay to improve supply reliability increases in product price. We further show that this condition would hold in most practical situations. Thus, with some caveats, our result supports the intuition that a firm is willing to pay more to improve supply reliability for products with a higher price. Next, we show that for two products with the same price, a firm is willing to pay more to improve supply reliability for the product with a higher product cost. This implies that it is not necessarily true that emerging technologies for improving supply reliability should be first adopted for products with the highest unit contribution margin. Finally, we show that a product with a lower marketing cost function always benefits more from improved supply reliability than a product with a higher marketing cost function. This finding suggests that the priority of adopting new technologies should be given to situations where the firm can effectively induce greater demand through promotional effort.

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    Article provided by INFORMS in its journal Manufacturing & Service Operations Management.

    Volume (Year): 12 (2010)
    Issue (Month): 1 (March)
    Pages: 19-32

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    Handle: RePEc:inm:ormsom:v:12:y:2010:i:1:p:19-32
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    1. Jing-Sheng Song, 1994. "The Effect of Leadtime Uncertainty in a Simple Stochastic Inventory Model," Management Science, INFORMS, vol. 40(5), pages 603-613, May.
    2. Nicole DeHoratius & Ananth Raman, 2008. "Inventory Record Inaccuracy: An Empirical Analysis," Management Science, INFORMS, vol. 54(4), pages 627-641, April.
    3. Ram C. Rao, 1990. "Compensating Heterogeneous Salesforces: Some Explicit Solutions," Marketing Science, INFORMS, vol. 9(4), pages 319-341.
    4. Harish Krishnan & Roman Kapuscinski & David A. Butz, 2004. "Coordinating Contracts for Decentralized Supply Chains with Retailer Promotional Effort," Management Science, INFORMS, vol. 50(1), pages 48-63, January.
    5. Paul Zipkin, 2006. "OM ForumThe Best Things in Life Were Free: On the Technology of Transactions," Manufacturing & Service Operations Management, INFORMS, vol. 8(4), pages 321-329, October.
    6. Kevin B. Hendricks & Vinod R. Singhal, 2005. "Association Between Supply Chain Glitches and Operating Performance," Management Science, INFORMS, vol. 51(5), pages 695-711, May.
    7. Terry A. Taylor, 2002. "Supply Chain Coordination Under Channel Rebates with Sales Effort Effects," Management Science, INFORMS, vol. 48(8), pages 992-1007, August.
    8. Teck H. Ho & Christopher S. Tang, 2004. "Introduction to the Special Issue on Marketing and Operations Management Interfaces and Coordination," Management Science, INFORMS, vol. 50(4), pages 429-430, April.
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