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Quick response and retailer effort / Harish Krishnan in Management science, Vol. 56 N° 6 (Juin 2010) 

Public ISBD [article]  in Management science > Vol. 56 N° 6 (Juin 2010) . - pp. 962-977 Titre : Quick response and retailer effort Type de document : texte imprimé Auteurs : Harish Krishnan, Auteur ; Roman Kapuscinski, Auteur ; David A. Butz, Auteur Année de publication : 2010 Article en page(s) : pp. 962-977 Note générale : Management Langues : Anglais (eng) Mots-clés : Quick  response  Sales  effort  Supply  chain  incentives  Supply  chain  contracts  Exclusive  dealing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : The benefits of supply chain innovations such as quick response (QR) have been extensively investigated. This paper highlights a potentially damaging impact of QR on retailer effort. By lowering downstream inventories, QR may compromise retailer incentives to exert sales effort on a manufacturer's product and may lead instead to greater sales effort on a competing product. Manufacturer-initiated quick response can therefore backfire, leading to lower sales of the manufacturer's product and, in some cases, to higher sales of a competing product. Evidence from case studies and interviews shows that some manufacturers view high retailer inventory as a means of increasing retailer commitment (“a loaded customer is a loyal customer”). By implication, manufacturers should recognize the effect we highlight in this paper: the potential of QR to lessen retailer sales effort. We show that relatively simple distribution contracts such as minimum-take contracts, advance-purchase discounts, and exclusive dealing, when adopted in conjunction with QR, can remedy the distortionary impact of QR on retailers' incentives. In two recent antitrust cases we find evidence that, consistent with our theory, manufacturers adopted exclusive dealing at almost the same time that they were making QR-type supply chain improvements. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/content/56/6.toc [article] Quick response and retailer effort [texte imprimé] / Harish Krishnan, Auteur ; Roman Kapuscinski, Auteur ; David A. Butz, Auteur . - 2010 . - pp. 962-977. Management Langues : Anglais (eng) in Management science > Vol. 56 N° 6 (Juin 2010) . - pp. 962-977 Mots-clés : Quick  response  Sales  effort  Supply  chain  incentives  Supply  chain  contracts  Exclusive  dealing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : The benefits of supply chain innovations such as quick response (QR) have been extensively investigated. This paper highlights a potentially damaging impact of QR on retailer effort. By lowering downstream inventories, QR may compromise retailer incentives to exert sales effort on a manufacturer's product and may lead instead to greater sales effort on a competing product. Manufacturer-initiated quick response can therefore backfire, leading to lower sales of the manufacturer's product and, in some cases, to higher sales of a competing product. Evidence from case studies and interviews shows that some manufacturers view high retailer inventory as a means of increasing retailer commitment (“a loaded customer is a loyal customer”). By implication, manufacturers should recognize the effect we highlight in this paper: the potential of QR to lessen retailer sales effort. We show that relatively simple distribution contracts such as minimum-take contracts, advance-purchase discounts, and exclusive dealing, when adopted in conjunction with QR, can remedy the distortionary impact of QR on retailers' incentives. In two recent antitrust cases we find evidence that, consistent with our theory, manufacturers adopted exclusive dealing at almost the same time that they were making QR-type supply chain improvements. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/content/56/6.toc