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Optimal trade-in strategy for advance selling with strategic consumers proportion

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  • Yefeng Wang
  • Li Zhou
  • Chuanliang Wu

Abstract

Purpose: This study aimed to optimize the trade-in pricing strategy. To leverage market share, many sellers adopt trade-in strategy for advance selling, Customers can return their old products at a discount price when they buy new products. This can help increase the market share and decrease natural resource consumption. Design/Methodology/Approach: We consider a seller who sells new-generation products over two periods: advance selling and regular selling. Based on the rational expectation equilibrium, we adopt dynamic programming to construct a two-period pricing model with three different trade-in strategies–only in period 2, in both periods, and not at all–explaining the trade-in strategy as a promotion tool used by a monopolist to discriminate for advance selling between new and old customers. Findings: The results suggest that the optimal price is determined by the proportion of old customers, discount factor and product innovation level. Whether and when to give a trade-in rebate to old customers depends on these parameters. The seller’s choice of optimal trade-in strategy depends on the threshold value of the new customer demand and trade-in demand. Originality/Value: Most existing literature focuses on advance selling strategies and trade-in strategies. To the best of our knowledge, this is a pioneering study that adopts trade-in as part of the advance selling strategy.

Suggested Citation

  • Yefeng Wang & Li Zhou & Chuanliang Wu, 2023. "Optimal trade-in strategy for advance selling with strategic consumers proportion," PLOS ONE, Public Library of Science, vol. 18(1), pages 1-18, January.
    • Handle: RePEc:plo:pone00:0273124
    DOI: 10.1371/journal.pone.0273124
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    References listed on IDEAS

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    4. Tamer Boyacı & Özalp Özer, 2010. "Information Acquisition for Capacity Planning via Pricing and Advance Selling: When to Stop and Act?," Operations Research, INFORMS, vol. 58(5), pages 1328-1349, October.
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