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Collaborative Promotions

By Daniela Wiehenbrauk

Collaborative Promotions

By Daniela Wiehenbrauk

0 - Default Title
Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
153
Release Date:
2010-09-18
Publication Date:
2010-09-18
Publisher:
Springer Berlin
Languages:
Original: English
ISBN10:
3642133924
ISBN13:
9783642133923
GPSR Manufacturer Reference:
[email protected]
Weight:
272 g
Height:
155 cm
Width:
235 cm
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