Retail channel structure impact on strategic engineering product design / Nathan Williams in Management science, Vol. 57 N° 5 (Mai 2011)  

Public ISBD [article]  inManagement science > Vol. 57 N° 5 (Mai 2011) . - pp. 897-914 Titre : Retail channel structure impact on strategic engineering product design Type de document : texte imprimé Auteurs : Nathan Williams, Auteur ; P. K. Kannan, Auteur ; Shapour Azarm, Auteur Année de publication : 2011 Article en page(s) : pp. 897-914 Note générale : Management Langues : Anglais (eng) Mots-clés : New product design Engineering Research and development Retail channels Marketing Game theory Genetic algorithms Latent class models Structural Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We examine, in a strategic setting, the broad issue of how retail channel structures—retail monopoly versus retail duopoly—impact a manufacturer's optimal new product design, both in terms of engineering design specifications as well as manufacturer and retailer profits. Our strategic framework enables manufacturers in specific contexts to anticipate the reactions of the retailers and competitive manufacturers to new designs in terms of the retail and wholesale pricing and to understand how different channel structures and channel strategies (such as an exclusive channel strategy) impact the engineering design of the new product, conditional on consumer preference distributions and competitor product attributes. Based on a simple numerical and a power tool design example, we illustrate how the insight from the framework translates to design guidelines; specifically, understanding which designs are optimal under differing channel structure conditions, and which design variables need precise targeting given their profit sensitivity. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/5/897 [article] Retail channel structure impact on strategic engineering product design [texte imprimé] / Nathan Williams, Auteur ; P. K. Kannan, Auteur ; Shapour Azarm, Auteur . - 2011 . - pp. 897-914. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 5 (Mai 2011) . - pp. 897-914 Mots-clés : New product design Engineering Research and development Retail channels Marketing Game theory Genetic algorithms Latent class models Structural Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We examine, in a strategic setting, the broad issue of how retail channel structures—retail monopoly versus retail duopoly—impact a manufacturer's optimal new product design, both in terms of engineering design specifications as well as manufacturer and retailer profits. Our strategic framework enables manufacturers in specific contexts to anticipate the reactions of the retailers and competitive manufacturers to new designs in terms of the retail and wholesale pricing and to understand how different channel structures and channel strategies (such as an exclusive channel strategy) impact the engineering design of the new product, conditional on consumer preference distributions and competitor product attributes. Based on a simple numerical and a power tool design example, we illustrate how the insight from the framework translates to design guidelines; specifically, understanding which designs are optimal under differing channel structure conditions, and which design variables need precise targeting given their profit sensitivity. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/5/897

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