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소매상의 제한된 합리성이 반품가 결정에 미치는 영향에 대한 분석적 연구Analytical Effect of Retailers Pull-to-center Behavior on Determining Optimal Buyback Price
- Issue Date
- 2013
- Publisher
- 한국경영과학회
- Keywords
- Newsvendor Model; Buyback Contract; Bounded Rationality; Ordering Behavior; Pull-to-Center Effect
- Citation
- 한국경영과학회지, v.38, no.3, pp 87 - 101
- Pages
- 15
- Journal Title
- 한국경영과학회지
- Volume
- 38
- Number
- 3
- Start Page
- 87
- End Page
- 101
- ISSN
- 1225-1119
- Abstract
- The purpose of this paper is to analyze supplier's optimal decision of the buyback price facing irrational retailers. It has been known that retailers show irrational ordering behaviors, such as pull-to-center effect. We model the retailer's pull-to-center behavior and derive the supplier's optimal buyback price considering the retailer's bounded rationality. The result shows that the supplier's profit can be significantly improved exploiting the retailer's irrationality in the ordering behavior.
The purpose of this paper is to analyze supplier's optimal decision of the buyback price facing irrational retailers. It has been known that retailers show irrational ordering behaviors, such as pull-to-center effect. We model the retailer's pull-to-center behavior and derive the supplier's optimal buyback price considering the retailer's bounded rationality. The result shows that the supplier's profit can be significantly improved exploiting the retailer's irrationality in the ordering behavior.
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