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The Supply Chain Impact of Smart Customers in a Promotional Environment

Author

Listed:
  • Arnd Huchzermeier

    () (WHU, Otto-Beisheim Graduate School of Management, Burgplatz 2, 56179 Vallendar, Germany)

  • Ananth Iyer

    () (Krannert Graduate School of Management, Purdue University, 1310 Krannert Building, West Lafayette, Indiana 47907--1310)

  • Julia Freiheit

    () (WHU, Otto-Beisheim Graduate School of Management, Burgplatz 2, 56179 Vallendar, Germany)

Abstract

Increasing product variety through the use of alternate package sizes is a commonly observed mechanism in the grocery industry. Under such a scheme, however, the response to pricing decisions for each of the different package sizes is affected by how customers make demand choices. We build a demand model in which customers react smart to retail promotions through stockpiling and package size switching. The demand model combines a customer choice model with a model in which customers differ in their stockpiling and reservation price levels. We utilize data from the German grocery industry for an empirical fitting of the model. We then develop a store-level inventory model for each SKU and optimize price promotions to maximize expected profit. We show the benefit of capturing the smart customer response to price promotions by demonstrating its impact on the reduced inventory costs. We use the model to generate a number of managerial implications of the model for the German grocery environment.

Suggested Citation

  • Arnd Huchzermeier & Ananth Iyer & Julia Freiheit, 2002. "The Supply Chain Impact of Smart Customers in a Promotional Environment," Manufacturing & Service Operations Management, INFORMS, vol. 4(3), pages 228-240, November.
  • Handle: RePEc:inm:ormsom:v:4:y:2002:i:3:p:228-240
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    File URL: http://dx.doi.org/10.1287/msom.4.3.228.7755
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    References listed on IDEAS

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    1. Kelvin Lancaster, 1990. "The Economics of Product Variety: A Survey," Marketing Science, INFORMS, vol. 9(3), pages 189-206.
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    9. Jeuland, Abel P & Narasimhan, Chakravarthi, 1985. "Dealing-Temporary Price Cuts-by Seller as a Buyer Discrimination Mechanism," The Journal of Business, University of Chicago Press, vol. 58(3), pages 295-308, July.
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    Citations

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    Cited by:

    1. Fleischmann, M. & Hall, J.M. & Pyke, D.F., 2003. "Smart Pricing: Linking Pricing Decisions with Operational Insights," ERIM Report Series Research in Management ERS-2004-001-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. Luo, Chunlin & Leng, Mingming & Huang, Jian & Liang, Liping, 2014. "Supply chain analysis under a price-discount incentive scheme for electric vehicles," European Journal of Operational Research, Elsevier, vol. 235(1), pages 329-333.
    3. Stadtler, Hartmut, 2005. "Supply chain management and advanced planning--basics, overview and challenges," European Journal of Operational Research, Elsevier, vol. 163(3), pages 575-588, June.
    4. Lingxiu Dong & Panos Kouvelis & Zhongjun Tian, 2009. "Dynamic Pricing and Inventory Control of Substitute Products," Manufacturing & Service Operations Management, INFORMS, vol. 11(2), pages 317-339, December.
    5. Fleischmann, M. & Hall, J.M. & Pyke, D.F., 2005. "A Dynamic Pricing Model for Coordinated Sales and Operations," ERIM Report Series Research in Management ERS-2005-074-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

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