Managing consumer returns in a competitive environment / Jeffrey D. Shulman in Management science, Vol. 57 N° 2 (Février 2011)  

Public ISBD [article]  inManagement science > Vol. 57 N° 2 (Février 2011) . - pp. 347-362 Titre : Managing consumer returns in a competitive environment Type de document : texte imprimé Auteurs : Jeffrey D. Shulman, Auteur ; Anne T. Coughlan, Auteur ; R. Canan Savaskan, Auteur Année de publication : 2011 Article en page(s) : pp. 347-362 Note générale : Management Langues : Anglais (eng) Mots-clés : Marketing Channels of distribution Competitive strategy Pricing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : This paper investigates the pricing and restocking fee decisions of two competing firms selling horizontally differentiated products. We model a duopoly facing consumers who have heterogeneous tastes for the products and who must experience a product before knowing how well it matches with their preferences. The analysis yields several key insights. Restocking fees not only can be sustained in a competitive environment, but also are more severe when consumers are less informed about product fit and when consumers place a greater importance on how well products' attributes fit with their preferences. We compare the competitive equilibrium prices to a scenario in which consumers are certain about their preferences and find conditions defining when consumer uncertainty results in higher equilibrium prices. Comparison to a monopoly setting yields a surprising result: Equilibrium restocking fees in a competitive environment can be higher than those charged by a monopolist. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/2/347 [article] Managing consumer returns in a competitive environment [texte imprimé] / Jeffrey D. Shulman, Auteur ; Anne T. Coughlan, Auteur ; R. Canan Savaskan, Auteur . - 2011 . - pp. 347-362. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 2 (Février 2011) . - pp. 347-362 Mots-clés : Marketing Channels of distribution Competitive strategy Pricing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : This paper investigates the pricing and restocking fee decisions of two competing firms selling horizontally differentiated products. We model a duopoly facing consumers who have heterogeneous tastes for the products and who must experience a product before knowing how well it matches with their preferences. The analysis yields several key insights. Restocking fees not only can be sustained in a competitive environment, but also are more severe when consumers are less informed about product fit and when consumers place a greater importance on how well products' attributes fit with their preferences. We compare the competitive equilibrium prices to a scenario in which consumers are certain about their preferences and find conditions defining when consumer uncertainty results in higher equilibrium prices. Comparison to a monopoly setting yields a surprising result: Equilibrium restocking fees in a competitive environment can be higher than those charged by a monopolist. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/2/347

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