Collaborative promotions : optimizing retail supply chains with upstream informaton sharing / by Daniela Wiehenbrauk
- 作者： Wiehenbrauk, Daniela.
- 其他作者：
- 其他題名：
- Springer eBooks
- Optimizing retail supply chains with upstream informaton sharing
- 出版： Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg 2010
- 叢書名： Lecture notes in economics and mathematical systems ,643
- 主題： Marketing--Management. , Marketing--Management--Data processing. , Economics/Management Science. , Operations Research/Decision Theory. , Marketing. , Game Theory/Mathematical Methods. , Production/Logistics. , Statistical Theory and Methods.
- ISBN： 9783642133930 (electronic bk.) 、 9783642133923 (paper)
- URL：
電子書
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讀者標籤：
- 系統號： 005175987 | 機讀編目格式
館藏資訊
Promotions are at the same time beloved and feared by both food retailers and branded goods manufacturers in today’s retail environment. Beloved because they attract smart customers and generate an immediate effect on a brand’s sale. Feared because there is uncertainty about the competitors’ behavior and the actual customer demand leading to high forecast errors. For the retailer, this results in a doom loop of over- or understocking with high inventory costs in the supply chain. Collaboration between retailers and the manufacturer disentangles the doom loop. The thesis reveals the appropriate kind and timing of information and develops a so called Competition Index. Inventory in the supply chain is eliminated and the customer is served better at a lower price. Based on a joint inventory and pricing model and an empirical analysis, it shows that the supply chain efficiency gains from collaborative promotions result in a win for customers, retailers and the manufacturer.