소매상의 제한된 합리성이 반품가 결정에 미치는 영향에 대한 분석적 연구
Analytical Effect of Retailers Pull-to-center Behavior on Determining Optimal Buyback Price
이정민(중앙대학교); 서용원(중앙대학교); 박찬규(동국대학교)
38권 3호, 87~101쪽
초록
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.
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.
- 발행기관:
- 한국경영과학회
- 분류:
- 경영학