Consumer-Driven Demand and Operations Management Models: A Systematic Study of Information-Technology-Enabled Sales Mechanisms

ISBN-13: 9780387980188 / Angielski / Twarda / 2009 / 488 str.

Serguei Netessine; Christopher S. Tang

Opis

To compete in today's volatile market with rapidly changing consumer tastes and erce competition, companies in the manufacturing and service industries are - ploying new mechanisms to increase sales, market shares, and pro ts. As an - fective mechanism to segment a market comprising of consumers with different needs, preferences, and willingness-to-pay, many rms have used product (or s- vice) variety with different price points to serve different segments of the market, see Ho (1998). Ideally, the price of each of these products (or services) targets a particular segment of customers. For example, airlines often use different terms of sales (refundable/non-refundable, upgradable/non-upgradable, direct/connecting ight, etc. ) to sell economy class tickets at different prices. Likewise, retailers - ten sell the same product at different prices in different channels (company's own web site, dealers' web sites, or company's physical stores) or at different times (- fore, during, and after the selling season), see Talluri and van Ryzin (2005). Ample academic literature in Operations Management and other areas considered these strategies. However, as consumers become more knowledgeable about the product, pricing, organizational and operational policies that the companies deploy for pr- ucts and services, their purchasing begins to change dramatically. In the academic Operations Management literature, consumer demand is often assumedtobe exogenous so that demand functions are usually modeled as well de- ned and exogenously speci ed functions of price and/or other product attributes such as quality.

Recenzje

From the reviews:

"The book under review is very well written with incredible informations about Operations Management and how big companies and the market works under these new concepts. The book is aimed to non-experts in the subject and I highly reccommend this book if you are interested in Operations Management Models. The book presents a diversified and several models which are adopted nowadays and the reading is very easy and enganging. Have a good reading!" (Inspire and Action Book Review Blog, inspireandaction.wordpress.com, November, 2013)

"This book introduces a variety of approaches and case analysis of revenue management and selling mechanisms at strategic organizational and operational level. ... very well organized and the chapters are well written. ... I liked this book because I found a lot of interesting new topics giving an extensive picture of the high dynamism of the strategic consumer behaviour ... . a good value for money for researchers, practitioners involved in sales mechanisms and revenue management and for academic purposes ... ." (G. Stecca, Journal of the Operational Research Society, Vol. 61 (12), 2010)

Spis treści

Part I-Rational consumer behavior : endogenous decision making mechanisms.- Cheap talk in operations : role of intentional vagueness.- Product design in a market with satisficing customers.- The effect of assortment rotation on consumer choice, and its impact on competition.- Models of herding behavior in operations management.- Part II-Organizational strategies for managing rational/strategic consumer behavior.- Internet-based distribution channel for product diversion with potential manufacturer’s intervention.- Managing client portfolio in a two-tier supply chain.- Strategic customer behavior and the benefit of decentralization.- Part III-Products strategies for managing rational/strategic consumer behavior.- Is assortment selection a popularity contest?.- Product design, pricing, and capacity investment in a congested production system.- Selling to strategic customers : opaque selling strategies.- Competing through mass customization.- Part IV-Operational strategies for managing rational/strategic consumer behavior.- Counteracting strategic consumer behavior in dynamic pricing systems.- Mitigating the adverse impact of strategic waiting in dynamic pricing settings.-The impact of strategic consumer behavior on the value of operational flexibility.- Capacity rationing with strategic customers.- Part V-Pricing strategies for managing rational/strategic consumer behavior.- Shaping consumer demand through the use of contingent pricing.- Strategic consumer response to dynamic pricing of perishable products.- Strategic behavior in supply chains : information acquisition.- Index.

Blurb

The consumer demand functions that drive traditional retail sales are the well-defined functions of price and product attributes (e.g., quality, style trends, etc.). However, these new sophisticated selling techniques—examples are mixed sales channels, portals, group buying, and auctions, each of which is enabled by information technologies, the Internet, or both—are changing and expanding consumer-driven demand in many ways. The underlying pattern of demand created by these evolving mechanisms will be a marked departure from traditional factors driving consumer demand.  To analyze and understand rational and strategic consumer demand, the editors have divided the book into five discrete sections that first consider rational consumer behavior and the endogenous decision making mechanisms behind it.  They then present sections on organizational strategies, product strategies, operational strategies, and, finally, pricing strategies for managing rational/strategic consumer behavior.  Together, this handbook provides the state-of-the-art OM models that will help the reader to understand and effectively respond to increasingly rational purchasing behavior.

 

CONSUMER-DRIVEN DEMAND AND OPERATIONS MANAGEMENT MODELS has been developed by two of the leading researchers in the POM/Marketing interface. It is comprised of commissioned chapters by top research scholars in supply chain management, revenue management, and e-commerce among others, all of which are grounded in information technologies and consumer demand research.