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Dynamics of New Product Introduction in Closed Rental Systems

Author

Listed:
  • Achal Bassamboo

    (Kellogg School of Management, Northwestern University, Evanston, Illinois 60208)

  • Sunil Kumar

    (Graduate School of Business, Stanford University, Stanford, California 94305)

  • Ramandeep S. Randhawa

    (McCombs School of Business, The University of Texas at Austin, Austin, Texas 78712)

Abstract

We study a rental system where a fixed number of heterogeneous users rent one product at a time from a collection of reusable products. The online DVD rental firm Netflix provides the motivation. We assume that rental durations of each user are independent and identically distributed with finite mean. We study transient behavior in this system following the introduction of a new product that is desired by all the users. We represent the usage process for this new product in terms of an empirical distribution. This allows us to characterize the asymptotic behavior of the usage process as the number of users increases without bound, via appropriate versions of Glivenko-Cantelli and Donsker's theorems. Analyzing the usage process, we demonstrate that an increase in the variability of the rental duration distribution can actually help the firm by allowing it to set lower capacity levels to provide a desired quality of service. Further, we show that the firm is better off not imposing any deadlines for the return of the product.

Suggested Citation

  • Achal Bassamboo & Sunil Kumar & Ramandeep S. Randhawa, 2009. "Dynamics of New Product Introduction in Closed Rental Systems," Operations Research, INFORMS, vol. 57(6), pages 1347-1359, December.
    • Handle: RePEc:inm:oropre:v:57:y:2009:i:6:p:1347-1359
    DOI: 10.1287/opre.1080.0629
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    References listed on IDEAS

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    Cited by:

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    5. Vineet Kumar & Yacheng Sun, 2020. "Designing Pricing Strategy for Operational and Technological Transformation," Management Science, INFORMS, vol. 66(6), pages 2706-2734, June.
    6. Vincent W. Slaugh & Bahar Biller & Sridhar R. Tayur, 2016. "Managing Rentals with Usage-Based Loss," Manufacturing & Service Operations Management, INFORMS, vol. 18(3), pages 429-444, July.
    7. Van der Heide, G. & Roodbergen, K.J. & Van Foreest, N.D., 2021. "Cross docking for libraries with a depot," European Journal of Operational Research, Elsevier, vol. 290(2), pages 749-765.
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    9. Mohammad Firouz & Linda Li & Burcu B. Keskin, 2022. "Managing equipment rentals: Unreliable fleet, impatient customers, and finite commitment capacity," Production and Operations Management, Production and Operations Management Society, vol. 31(11), pages 3963-3981, November.

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