IDEAS home Printed from https://ideas.repec.org/p/shn/wpaper/2012-03.html
   My bibliography  Save this paper

Optimal Advance Selling Strategy under Price Commitment

Author

Listed:
  • Chenhang Zeng

    (Research Center for Games and Economic Behavior, Shandong University)

Abstract

This paper considers a two-period model with experienced consumers and inexperienced consumers. The retailer determines both advance selling price and regular selling price at the beginning of the first period. I show that advance selling weekly dominates no advance selling, and the optimal advance selling price may be at a discount, at a premium or at the regular selling price. To help the retailer choose the optimal pricing strategy, conditions for each possible advance selling strategy to outperform others are characterized. Furthermore, how the consumer composition affects the retailer¡¯s optimal pricing strategy and profit are examined. In the extension, a special case with no experienced consumers provides a new explanation of advance selling price premium. That is, without experienced consumers, there are no incentives for the retailer to implement advance selling at a premium price. Besides, another special case indicates that advance selling strictly dominates no advance selling when consumer valuation distribution is uncertain. With pre-order information obtained in the first period under advance selling, the retailer is able to know the consumer valuation distribution and thus better forecast the future demand.

Suggested Citation

  • Chenhang Zeng, 2012. "Optimal Advance Selling Strategy under Price Commitment," SDU Working Papers 2012-03, School of Economics, Shandong University.
  • Handle: RePEc:shn:wpaper:2012-03
    as

    Download full text from publisher

    File URL: http://econ.sdu.edu.cn/RePEc/shn/wpaper/Optimal_advance_selling_strategy_under_price_commitment.pdf
    File Function: First version, 2012
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Javad Nasiry & Ioana Popescu, 2012. "Advance Selling When Consumers Regret," Management Science, INFORMS, vol. 58(6), pages 1160-1177, June.
    2. Robert Swinney, 2011. "Selling to Strategic Consumers When Product Value Is Uncertain: The Value of Matching Supply and Demand," Management Science, INFORMS, vol. 57(10), pages 1737-1751, October.
    3. Leon Yang Chu & Hao Zhang, 2011. "Optimal Preorder Strategy with Endogenous Information Control," Management Science, INFORMS, vol. 57(6), pages 1055-1077, June.
    4. Oksana Loginova & X. Henry Wang & Chenhang Zeng, 2017. "Learning in Advance Selling with Heterogeneous Consumers," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 38(6), pages 765-783, September.
    5. Kevin McCardle & Kumar Rajaram & Christopher S. Tang, 2004. "Advance Booking Discount Programs Under Retail Competition," Management Science, INFORMS, vol. 50(5), pages 701-708, May.
    6. Akan, Mustafa & Ata, Barış & Dana, James D., 2015. "Revenue management by sequential screening," Journal of Economic Theory, Elsevier, vol. 159(PB), pages 728-774.
    7. repec:umc:wpaper:1213 is not listed on IDEAS
    8. Nocke, Volker & Peitz, Martin & Rosar, Frank, 2011. "Advance-purchase discounts as a price discrimination device," Journal of Economic Theory, Elsevier, vol. 146(1), pages 141-162, January.
    9. Cuihong Li & Fuqiang Zhang, 2013. "Advance Demand Information, Price Discrimination, and Preorder Strategies," Manufacturing & Service Operations Management, INFORMS, vol. 15(1), pages 57-71, September.
    10. Jinhong Xie & Steven M. Shugan, 2001. "Electronic Tickets, Smart Cards, and Online Prepayments: When and How to Advance Sell," Marketing Science, INFORMS, vol. 20(3), pages 219-243, June.
    11. Sam K. Hui & Jehoshua Eliashberg & Edward I. George, 2008. "Modeling DVD Preorder and Sales: An Optimal Stopping Approach," Marketing Science, INFORMS, vol. 27(6), pages 1097-1110, 11-12.
    12. Christopher S. Tang & Kumar Rajaram & Ayd{i}n Alptekinou{g}lu & Jihong Ou, 2004. "The Benefits of Advance Booking Discount Programs: Model and Analysis," Management Science, INFORMS, vol. 50(4), pages 465-478, April.
    13. Hairong Chen & Mahmut Parlar, 2005. "Dynamic analysis of the Newsboy model with early purchase commitments," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 1(1), pages 56-74.
    14. Oksana Loginova & X. Hnery Wang & Chenhang Zeng, 2011. "Advance Selling in the Presence of Experienced Consumers," Working Papers 1108, Department of Economics, University of Missouri.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yurong Pei & Mengying Xie & Qiuling Yang & Yi Liao & Yuping Wu, 2021. "Effect of Consumer Strategic Behavior on Online Presale Strategy," Sustainability, MDPI, vol. 13(19), pages 1-21, October.
    2. Wen Zhang & Yi He, 2020. "Optimal advance selling discount strategy with future‐oriented consumers," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(3), pages 308-320, April.
    3. Lu, Danning & Wang, Pengyu, 2024. "Dynamic pricing for new experience products in pre-sale mode with social learning," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Marco Sahm, 2020. "Advance-Purchase Financing of Projects with Few Buyers," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 57(4), pages 909-933, December.
    5. repec:umc:wpaper:1303 is not listed on IDEAS
    6. Senran Lin, 2021. "Buy It Now or Later, or Not: Loss Aversion in Advance Purchasing," Papers 2110.14929, arXiv.org, revised May 2024.
    7. Junshan Lin & Chenhang Zeng, 2023. "Pre-order strategies with demand uncertainty and consumer heterogeneity," The Japanese Economic Review, Springer, vol. 74(1), pages 83-115, January.
    8. Yilin Liang & Yuping Hu & Dongjun Luo & Qi Zhu & Qingxuan Chen & Chunmei Wang, 2023. "Distributed Dynamic Pricing Strategy Based on Deep Reinforcement Learning Approach in a Presale Mechanism," Sustainability, MDPI, vol. 15(13), pages 1-20, July.
    9. Wen Zhang & Weizhe Yang, 2021. "Optimal pre-order strategy with delay in payments," Annals of Operations Research, Springer, vol. 305(1), pages 347-374, October.
    10. Chenhang Zeng, 2020. "Advance selling of new products considering retailers’ learning," International Journal of Economic Theory, The International Society for Economic Theory, vol. 16(3), pages 306-328, September.
    11. Sahm, Marco, 2016. "Advance-purchase financing of projects with few buyers," BERG Working Paper Series 118, Bamberg University, Bamberg Economic Research Group.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Oksana Loginova, 2021. "Advance selling, competition, and brand substitutability," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(7), pages 1765-1781, October.
    2. Junshan Lin & Chenhang Zeng, 2023. "Pre-order strategies with demand uncertainty and consumer heterogeneity," The Japanese Economic Review, Springer, vol. 74(1), pages 83-115, January.
    3. Chenhang Zeng, 2020. "Advance selling of new products considering retailers’ learning," International Journal of Economic Theory, The International Society for Economic Theory, vol. 16(3), pages 306-328, September.
    4. Oksana Loginova, 2016. "Pricing Strategies in Advance Selling: Should a Retailer Offer a Pre-order Price Guarantee?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 49(3), pages 465-489, November.
    5. Oksana Loginova, 2013. "Pricing Strategies in Advance Selling: Should a Retailer Offer a Pre-order Price Guarantee?," Working Papers 2016-02, Department of Economics, University of Missouri, revised Feb 2016.
    6. Oksana Loginova & X. Henry Wang & Chenhang Zeng, 2017. "Learning in Advance Selling with Heterogeneous Consumers," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 38(6), pages 765-783, September.
    7. Dror Hermel & Benny Mantin, 2018. "Selling to strategic consumers: on the benefits of consumers’ valuation uncertainty and abundant inventory," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(3), pages 146-165, June.
    8. Man Yu & Roman Kapuscinski & Hyun-Soo Ahn, 2015. "Advance Selling: Effects of Interdependent Consumer Valuations and Seller’s Capacity," Management Science, INFORMS, vol. 61(9), pages 2100-2117, September.
    9. Yurong Pei & Mengying Xie & Qiuling Yang & Yi Liao & Yuping Wu, 2021. "Effect of Consumer Strategic Behavior on Online Presale Strategy," Sustainability, MDPI, vol. 13(19), pages 1-21, October.
    10. Jun, Sung Youl & Kim, Kyung Ho & Park, Hye Kyung, 2019. "The effect of the preorder strategy on consumers' product choice: The moderating role of product experience and payment timing," Journal of Business Research, Elsevier, vol. 99(C), pages 80-86.
    11. Mei, Wanxia & Du, Li & Niu, Baozhuang & Wang, Jincheng & Feng, Jiejian, 2016. "The effects of an undisclosed regular price and a positive leadtime in a presale mechanism," European Journal of Operational Research, Elsevier, vol. 250(3), pages 1013-1025.
    12. Dan Wu & Xinxin Lu, 2023. "Optimal Return Policy of Competitive Retailers’ Pre-Sale Products Based on Strategic Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    13. Man Yu & Hyun-Soo Ahn & Roman Kapuscinski, 2015. "Rationing Capacity in Advance Selling to Signal Quality," Management Science, INFORMS, vol. 61(3), pages 560-577, March.
    14. repec:umc:wpaper:1303 is not listed on IDEAS
    15. Roberta Pellegrino & Nicola Costantino & Danilo Tauro, 2020. "Advance Purchase Discounts for Supply Chain Finance System Coordination," Sustainability, MDPI, vol. 12(23), pages 1-20, December.
    16. Jinxian Quan & Sung-Won Cho, 2021. "Optimal Ordering Policy for Retailers with Bayesian Information Updating in a Presale System," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    17. Cuihong Li & Fuqiang Zhang, 2013. "Advance Demand Information, Price Discrimination, and Preorder Strategies," Manufacturing & Service Operations Management, INFORMS, vol. 15(1), pages 57-71, September.
    18. Seo, Kyowon & Go, Sarang & Kim, Byungdo, 2020. "Pricing strategies under markets with time gap between purchase and consumption," Journal of Business Research, Elsevier, vol. 120(C), pages 312-320.
    19. Wu, Meng & Teunter, Ruud H. & Zhu, Stuart X., 2019. "Online marketing: When to offer a refund for advanced sales," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 471-491.
    20. Chen Tian & Tiaojun Xiao, 2017. "Profit of a Supply Chain versus its Decentralization in the Presence of Strategic Customers," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1647-1670, November.
    21. Shi, Xiutian & Dong, Ciwei & Cheng, T.C.E., 2018. "Does the buy-online-and-pick-up-in-store strategy with pre-orders benefit a retailer with the consideration of returns?," International Journal of Production Economics, Elsevier, vol. 206(C), pages 134-145.

    More about this item

    Keywords

    advance selling; price commitment; endogenous price; demand uncertainty; experienced consumers.;
    All these keywords.

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • D42 - Microeconomics - - Market Structure, Pricing, and Design - - - Monopoly
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:shn:wpaper:2012-03. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Qiang Chen (email available below). General contact details of provider: https://edirc.repec.org/data/sesducn.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.