کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
9724958 1477669 2005 19 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
An integrated operations-marketing model for innovative products and services
موضوعات مرتبط
مهندسی و علوم پایه سایر رشته های مهندسی مهندسی صنعتی و تولید
پیش نمایش صفحه اول مقاله
An integrated operations-marketing model for innovative products and services
چکیده انگلیسی
This paper develops an integrated operations-marketing model for a profit-maximizing firm dealing with an innovative product or service. We assume that customer demand is random, and sensitive towards both the price as well as the non-price factors. Specifically, the mean demand is decreasing in the price charged and increasing in the non-price attributes provided. Also, higher values of attribute levels require more investment cost on the part of the firm. Our model can help firms determine the optimal pricing, stocking and attribute level values, and also indicate the required modifications in those decisions with changes in the operating conditions. One of the major contributions of our research is that we show how attribute-sensitivity and randomness of demand affect the firm's optimal decision. The former induces firms to market “better” products, increase availability and extract a price premium from the customers. On the other hand, presence of stochasticity creates overstocking risk and forces firms to hold less stock and set attribute levels at low values. The “inferior” products must then be sold at a lower price. Ignoring either attribute-sensitivity or randomness, as is done in the traditional operations and marketing literature, respectively, can lead to significantly sub-optimal decision variable values (either larger or smaller depending on which factor is ignored). We also identify the conditions under which managers must be especially careful about the model formulation.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Production Economics - Volume 95, Issue 3, 18 March 2005, Pages 327-345
نویسندگان
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