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Dynamic Online And Offline Channel Pricing For Heterogeneous Customers In Virtual Acceptance

Author

Listed:
  • GILA E. FRUCHTER

    (Graduate School of Business Administraction, Bar-Ilan University, Ramat-Gan 52900, Israel)

  • CHARLES S. TAPIERO

    (Department of Mathematics and Interdisciplinary Studies, Bar-Ilan University, Ramat-Gan 52900, Israel)

Abstract

We consider a manufacturer's dual distributions channels consisting on the one hand of a virtual (online) channel operated directly by a manufacturer and on the other hand of a real (offline) channel operated by an intermediate retailer. Customers are assumed heterogeneous in their virtual acceptance, deriving a surplus according to the channel they shop at. Assuming that customers' derived benefits are random with a known probability distribution, we obtain a probabilistic model, which is used to construct an inter-temporal model for shopping online. In addition, we suppose that the retailer uses a markup pricing strategy and has a strategic role. This results in a Stackleberg differential game where the manufacturer is leader and the retailer is a follower. The optimal policy shows that the manufacturer charges the same price across both channels. This finding is consistent with classical results in economics. However, our research goes beyond this observation and indicates that the online price, the retailer's markup and the probability to buy are affected by consumers' heterogeneity in a specific manner. Moreover, we show that while the retailer sets a price equal to the product value, the online price is lower and is equal to the product value less the guarantee provided by the manufacturer for the risk the customer take to buy online. This guarantee is not discriminating and is set to the risk of the customer with the lowest virtual acceptance. Finally, we show that the introduction of the online store is a win-win strategy; both the customers and the manufacturer are better off.

Suggested Citation

  • Gila E. Fruchter & Charles S. Tapiero, 2005. "Dynamic Online And Offline Channel Pricing For Heterogeneous Customers In Virtual Acceptance," International Game Theory Review (IGTR), World Scientific Publishing Co. Pte. Ltd., vol. 7(02), pages 137-150.
    • Handle: RePEc:wsi:igtrxx:v:07:y:2005:i:02:n:s0219198905000454
    DOI: 10.1142/S0219198905000454
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    Cited by:

    1. Zhang, Jie & Zhang, Rachel Q., 2015. "Supply chain structure in a market with deceptive counterfeits," European Journal of Operational Research, Elsevier, vol. 240(1), pages 84-97.
    2. Chengli Liu & C. K. M. Lee & K. H. Leung, 2019. "Pricing Strategy in Dual-Channel Supply Chains with Loss-Averse Consumers," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 36(05), pages 1-22, October.
    3. Rufeng Wang & Siqi Wang & Shuli Yan, 2021. "Pricing and Coordination Strategies of Dual Channels Considering Consumers’ Channel Preferences," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    4. Khouja, Moutaz & Park, Sungjune & Cai, Gangshu (George), 2010. "Channel selection and pricing in the presence of retail-captive consumers," International Journal of Production Economics, Elsevier, vol. 125(1), pages 84-95, May.
    5. Cai, Gangshu (George) & Zhang, Zhe George & Zhang, Michael, 2009. "Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes," International Journal of Production Economics, Elsevier, vol. 117(1), pages 80-96, January.
    6. Xu, Guangye & Dan, Bin & Zhang, Xumei & Liu, Can, 2014. "Coordinating a dual-channel supply chain with risk-averse under a two-way revenue sharing contract," International Journal of Production Economics, Elsevier, vol. 147(PA), pages 171-179.
    7. Zhang, Linghong & Wang, Jingguo, 2017. "Coordination of the traditional and the online channels for a short-life-cycle product," European Journal of Operational Research, Elsevier, vol. 258(2), pages 639-651.
    8. Chang, Cheng-Chang & Chen, Ju-Long, 2012. "A foreign expansion model with multi-site locations in service industries," International Journal of Production Economics, Elsevier, vol. 136(1), pages 102-109.
    9. Barman, Abhijit & De, Pijus Kanti & Chakraborty, Ashis Kumar & Lim, Chee Peng & Das, Rubi, 2023. "Optimal pricing policy in a three-layer dual-channel supply chain under government subsidy in green manufacturing," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 204(C), pages 401-429.
    10. Pei-Cheng Liao, 2014. "Input Prices as Signals of Costs to a Downstream Rival and Customer," The Japanese Economic Review, Japanese Economic Association, vol. 65(3), pages 414-430, September.
    11. Liu, Zhuojun & Chen, Jing & Diallo, Claver & Venkatadri, Uday, 2021. "Pricing and production decisions in a dual-channel closed-loop supply chain with (re)manufacturing," International Journal of Production Economics, Elsevier, vol. 232(C).

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    More about this item

    Keywords

    Online marketing; dynamic pricing; channels of distribution; e-commerce; competitive strategy; game theory;
    All these keywords.

    JEL classification:

    • B4 - Schools of Economic Thought and Methodology - - Economic Methodology
    • C0 - Mathematical and Quantitative Methods - - General
    • C6 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling
    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D5 - Microeconomics - - General Equilibrium and Disequilibrium
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics

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