IDEAS home Printed from https://ideas.repec.org/a/inm/ormsom/v2y2000i4p410-423.html
   My bibliography  Save this article

Impact of Uncertainty and Risk Aversion on Price and Order Quantity in the Newsvendor Problem

Author

Listed:
  • Vipul Agrawal

    () (Operations Management Department, Leonard N. Stern School of Business, New York University, 40 W. 4th Street, Suite 700, New York, New York 10012)

  • Sridhar Seshadri

    () (Operations Management Department, Leonard N. Stern School of Business, New York University, 40 W. 4th Street, Suite 700, New York, New York 10012)

Abstract

We consider a single-period inventory model in which a risk-averse retailer faces uncertain customer demand and makes a purchasing-order-quantity and a selling-price decision with the objective of maximizing expected utility. This problem is similar to the classic newsvendor problem, except: (a) the distribution of demand is a function of the selling price, which is determined by the retailer; and (b) the objective of the retailer is to maximize his/her expected utility. We consider two different ways in which price affects the distribution of demand. In the first model, we assume that a change in price affects the scale of the distribution. In the second model, a change in price only affects the location of the distribution. We present methodology by which this problem with two decision variables can be simplified by reducing it to a problem in a single variable. We show that in comparison to a risk-neutral retailer, a risk-averse retailer in the first model will charge a higher price and order less; where as, in the second model a risk-averse retailer will charge a lower price. The implications of these findings for supply-chain strategy and channel design are discussed. Our research provides a better understanding of retailers' pricing behavior that could lead to improved price contracts and channel-management policies.

Suggested Citation

  • Vipul Agrawal & Sridhar Seshadri, 2000. "Impact of Uncertainty and Risk Aversion on Price and Order Quantity in the Newsvendor Problem," Manufacturing & Service Operations Management, INFORMS, vol. 2(4), pages 410-423, July.
  • Handle: RePEc:inm:ormsom:v:2:y:2000:i:4:p:410-423
    DOI: 10.1287/msom.2.4.410.12339
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/msom.2.4.410.12339
    Download Restriction: no

    References listed on IDEAS

    as
    1. Jan A. Van Mieghem & Maqbool Dada, 1999. "Price Versus Production Postponement: Capacity and Competition," Management Science, INFORMS, vol. 45(12), pages 1639-1649, December.
    2. Youyi Feng & Guillermo Gallego, 1995. "Optimal Starting Times for End-of-Season Sales and Optimal Stopping Times for Promotional Fares," Management Science, INFORMS, vol. 41(8), pages 1371-1391, August.
    3. David P. Baron, 1973. "Point Estimation and Risk Preferences," Discussion Papers 43, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
    4. Louis Eeckhoudt & Christian Gollier & Harris Schlesinger, 1995. "The Risk-Averse (and Prudent) Newsboy," Management Science, INFORMS, vol. 41(5), pages 786-794, May.
    5. Gabriel R. Bitran & Susana V. Mondschein, 1996. "Mailing Decisions in the Catalog Sales Industry," Management Science, INFORMS, vol. 42(9), pages 1364-1381, September.
    6. Guillermo Gallego & Garrett van Ryzin, 1994. "Optimal Dynamic Pricing of Inventories with Stochastic Demand over Finite Horizons," Management Science, INFORMS, vol. 40(8), pages 999-1020, August.
    7. Steven Nahmias & Stephen A. Smith, 1994. "Optimizing Inventory Levels in a Two-Echelon Retailer System with Partial Lost Sales," Management Science, INFORMS, vol. 40(5), pages 582-596, May.
    8. Barry Alan Pasternack, 1985. "Optimal Pricing and Return Policies for Perishable Commodities," Marketing Science, INFORMS, vol. 4(2), pages 166-176.
    9. T. M. Whitin, 1955. "Inventory Control and Price Theory," Management Science, INFORMS, vol. 2(1), pages 61-68, October.
    10. Kalyan Raman & Rabikar Chatterjee, 1995. "Optimal Monopolist Pricing Under Demand Uncertainty in Dynamic Markets," Management Science, INFORMS, vol. 41(1), pages 144-162, January.
    11. Kirthi Kalyanam, 1996. "Pricing Decisions Under Demand Uncertainty: A Bayesian Mixture Model Approach," Marketing Science, INFORMS, vol. 15(3), pages 207-221.
    Full references (including those not matched with items on IDEAS)

    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:inm:ormsom:v:2:y:2000:i:4:p:410-423. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Matthew Walls). General contact details of provider: http://edirc.repec.org/data/inforea.html .

    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 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.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.