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Optimal Prices and Trade-in Rebates for Durable, Remanufacturable Products

Author

Listed:
  • Saibal Ray

    () (Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, PQ, H3A 2M1, Canada)

  • Tamer Boyaci

    () (Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, PQ, H3A 2M1, Canada)

  • Necati Aras

    () (Industrial Engineering Department, Bo\u{g}azi├ži University, Bebek, Istanbul, 34342, Turkey)

Abstract

Most durable products have two distinct types of customers: first-time buyers and customers who already own the product, but are willing to replace it with a new one or purchase a second one. Firms usually adopt a price-discrimination policy by offering a trade-in rebate only to the replacement customers to hasten their purchase decisions. Any return flow of products induced by trade-in rebates has the potential to generate revenues through remanufacturing operations. In this paper, we study the optimal pricing/trade-in strategies for such durable, remanufacturable products. We focus on the scenario where the replacement customers are only interested in trade-ins. In this setting, we study three pricing schemes: (i) uniform price for all customers, (ii) age-independent price differentiation between new and replacement customers (i.e., constant rebate for replacement customers), and (iii) age-dependent price differentiation between new and replacement customers (i.e., age-dependent rebates for replacement customers). We characterize the roles that the durability of the product, the extent of return revenues, the age profile of existing products in the market, and the relative size of the two customer segments play in shaping the optimal prices and the amount of trade-in rebates offered. Throughout the paper we highlight the operational decisions that might influence the above factors, and we support our findings with real-life practices. In an extensive numerical study, we compare the profit potential of different pricing schemes and quantify the reward (penalty) associated with taking into account (ignoring) customer segmentation, the price-discrimination option, return revenues, and the age profile of existing products. On the basis of these results, we are able to identify the most favorable pricing strategy for the firm when faced with a particular market condition and discuss implications on the life-cycle pricing of durable, remanufacturable products.

Suggested Citation

  • Saibal Ray & Tamer Boyaci & Necati Aras, 2005. "Optimal Prices and Trade-in Rebates for Durable, Remanufacturable Products," Manufacturing & Service Operations Management, INFORMS, vol. 7(3), pages 208-228, January.
  • Handle: RePEc:inm:ormsom:v:7:y:2005:i:3:p:208-228
    DOI: 10.1287/msom.1050.0080
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    File URL: http://dx.doi.org/10.1287/msom.1050.0080
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    References listed on IDEAS

    as
    1. Ann van Ackere & Diane J. Reyniers, 1995. "Trade-ins and Introductory Offers in a Monopoly," RAND Journal of Economics, The RAND Corporation, vol. 26(1), pages 58-74, Spring.
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    3. Daniel A. Levinthal & Devavrat Purohit, 1989. "Durable Goods and Product Obsolescence," Marketing Science, INFORMS, vol. 8(1), pages 35-56.
    4. Glen M. Schmidt & Evan L. Porteus, 2000. "The Impact of an Integrated Marketing and Manufacturing Innovation," Manufacturing & Service Operations Management, INFORMS, vol. 2(4), pages 317-336, April.
    5. Okada, Erica Mina, 2001. "Trade-Ins, Mental Accounting, and Product Replacement Decisions," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 433-446, March.
    6. Wang, Hongzhou, 2002. "A survey of maintenance policies of deteriorating systems," European Journal of Operational Research, Elsevier, vol. 139(3), pages 469-489, June.
    7. Klemperer, Paul D, 1987. "Entry Deterrence in Markets with Consumer Switching Costs," Economic Journal, Royal Economic Society, vol. 97(388a), pages 99-117, Supplemen.
    8. V. Daniel R. Guide, Jr. & Ruud H. Teunter & Luk N. Van Wassenhove, 2003. "Matching Demand and Supply to Maximize Profits from Remanufacturing," Manufacturing & Service Operations Management, INFORMS, vol. 5(4), pages 303-316, October.
    9. Preyas Desai & Devavrat Purohit, 1998. "Leasing and Selling: Optimal Marketing Strategies for a Durable Goods Firm," Management Science, INFORMS, vol. 44(11-Part-2), pages 19-34, November.
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