DUALCHANNEL · Dual Sales Channel Management: Analytical Analysis and Behavioral Experiments
7РП — „Хора“ (Действия „Мария Кюри“)
- Период
- 2008-05-01 → 2011-11-28
- Финансиране от ЕС
- 75 000 €
- Участници
- 1
- Схема
- MC-IRG
Линиите свързват координатора с партньорите.
Накратко на български
Стратегиите за продажба на производител, който предлага стоките си едновременно чрез търговци и директно към клиенти, се анализират чрез математически модели и експерименти. Това помага за определяне на по-ефективни договори и разпределение на печалбите между двете страни.
Кратко обяснение, генерирано от езиков модел по текста на CORDIS. Оригиналът е по-долу.
Резултати накратко
Dual Sales Channel Management: Analytical Analysis and Behavioral Experiments
The overall objective of our project is to develop dual channel strategies that increase the efficiency in a manufacturer-retailer supply chain by aligning the incentives of the firms. In particular, we determine efficient contracting mechanisms between a manufacturer and a retailer. We identify dual channel policies that characterize how much the manufacturer should sell through each channel, and how the profits will be shared between the firms, given the product and market characteristics. We proceed through two streams: - Analytical study: We develop an analytical model that addresses the operational aspects of the dual channel relation between the manufacturer and the retailer. - Experimental study: We conduct controlled experiments with human subjects to investigate whether our channel policy recommendations are consistent with human decision-maker behavior. The analytical study - We conducted an extended literature survey. - We developed a game-theoretical model of a dual channel relationship. The model considers service competition between the two channels, and includes a realistic consumer channel choice submodel. - By solving the model using analytical and numerical methods, we characterized optimal dual channel strategies for manufacturers. We studied wholesale price and buyback contracts. - We extended the model to address risk aversion of subjects. - We developed two additional dual channel models that study price competition. - We studied a retail-channel-only model to better understand the interaction between the manufacturer and the retailer within the retail channel. The experimental study - We prepared the existing CAFE finance laboratory of the host institution for conducting experiments. - Using MUMS language, we coded the scripts to conduct experiments on our analytical models. - We conducted 16 experimental sessions to which 216 subjects attended. - We compared the experimental performances of the buyback and wholesale price contracts, in dual channel and retail-channel-only models. - We compared experimental data with theoretical predictions to determine deviations due to behavioral effects.
Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз
Цел на проекта
Recent developments in the Internet have enabled manufacturers to open web-based stores and sell directly to consumers. Such a direct sales channel allows the manufacturer to access more consumers and may also enable cost savings. On the other hand, most manufacturers also continue selling through the traditional retail stores (the retail channel). By opening a direct channel, a manufacturer becomes both a supplier and a competitor to its retailers, which creates an interesting strategic interaction. If not managed correctly, this dual sales channel strategy may alienate the retailers, and cause loss of business for both the retailers and the manufacturer. Hence, the management of dual sales channels has important implications for the competitiveness of firms and the employment levels of an economy. The objective of the research we propose is to develop dual channel strategies that increase the efficiency in a manufacturer-retailer supply chain by aligning the incentives of the firms. In particular, we will determine effective contracting mechanisms between the manufacturer and the retailer by comparing the performances of several commonly-used contract types. By doing so, we will also determine how much to sell through each channel (the channel mix) given the product and market characteristics. Existing research addresses the marketing aspects of dual channel management, ignoring the operational aspects. We will contribute to the literature by integrating a consumer channel-choice model with the operational aspects of the relation between the manufacturer and the retailer (such as the effects of inventory, product availability, and delivery lead times). In addition, we will conduct controlled experiments with human subjects to investigate whether our channel policy recommendations are consistent with decision-makers' behavior; that is, whether the recommendations can be implemented in practice.
Оригинален текст от CORDIS (на английски).
Участници
- SABANCI UNIVERSITESI · IstanbulКоординаторТурция
Връзки
Данни: CORDIS, © Европейски съюз