Decision-making experiments on dual sales channel coordination

Tizer Karabayır, Ayşegül (2011) Decision-making experiments on dual sales channel coordination. [Thesis]

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In this thesis, we conduct an experimental study with human decision makers, on dual sales channel coordination. We aim to determine dual channel strategies for a manufacturer who sells its product thorough both an independent retailer channel and its totally owned direct online channel. The two channels compete on service, where the service level of the retailer channel is measured with its product availability level, and the service level of the direct channel is measured with its delivery lead time. This multi-stage game-theoretical model was previously solved for the wholesale price contract (Chen et al. 2008) and buyback contract (Gökduman and Kaya 2009) cases. We compare these models' theoretical predictions with the outcome of our experiments with human decision makers. In particular, we analyze the theoretical and observed coordination performance of the wholesale price and buyback contracts between the two firms. We identify deviations from theoretical predictions that can be attributed to behavioral factors, such as risk aversion.

Item Type:Thesis
Uncontrolled Keywords:Behavioral operations. -- Buyback contract. -- Coordination. -- Direct channel. -- Dual channels. -- Experiments. -- Retail channel. -- Service-based competition. -- Supply chain contracting. -- Wholesale price contract. -- Davranışsal operasyon. -- Geri alım kontratı. -- Koordinasyon. -- Doğrudan kanal. -- İkili kanallar. -- Deneyler. -- Perakende kanalı. -- Hizmet tabanlı rekabet. -- Tedarik zinciri kontratları. -- Toptan satış kontratı.
Subjects:T Technology > T Technology (General) > T055.4-60.8 Industrial engineering. Management engineering
ID Code:21596
Deposited By:IC-Cataloging
Deposited On:22 May 2013 15:42
Last Modified:22 May 2019 13:00

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