Management of product variety in retail operations
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- Tez No: 400089
- Danışmanlar: MARSHALL FİSHER, GÉRARD CACHON
- Tez Türü: Doktora
- Konular: Ekonomi, İşletme, Economics, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2003
- Dil: İngilizce
- Üniversite: University of Pennsylvania
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 209
Özet
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Özet (Çeviri)
In the first part of the dissertation, we study the assortment planning problem wherethe retailer selects the set of products to be carried at each store and the inventory levelof each selected product. We introduce a novel methodology of demand estimation formultiple products under demand substitution using sales data from multiple stores. Weobtain a chain-wide substitution rate and for each store, we obtain demands of productscarried in the store as well as products previously not carried in the store. We also describea heuristic optimization procedure for localizing the assortment to each store and establishnew structural properties (based on the heuristic solution).In the second part, we study the interaction of variety decisions across di¤erent merchandisecategories and their impact on the long run attractiveness of the stores to thecustomers. We characterize the equilibrium and optimal variety levels under decentralizedand centralized management regimes, respectively. We show that category management,which is an example of a decentralized regime for controlling assortment, chooses varietylevels that are lower than the optimal solution in at least one category and the pro?t lossdue to decentralization is sigficant. We describe a simple heuristic that recovers most ofthis loss.In the third part of the dissertation, we explore the impact of competition between suppliersselling their products through a retailer under wholesale price contracts and revenuesharing contracts. Our model with competing contracts brings new perspectives to thearea of supply chain coordination with contracts. Contracts serve as a tool for competitionrather than achieving system optimality. Under wholesale price contracts, we show thatintroducing competition at the suppliers can be desirable as it o¤sets some of the doublemarginalization e¤ects. We ?nd that the revenue sharing contracts coordinate the systemwhen the retailers are centrally managed, but lead to more than system optimal inventorywhen retailers are decentralized. Also revenue sharing contracts lead to more inventorythan wholesale price contracts.
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