Operational Role of Retail Bundling and Its Implications in a Supply Chain
Operational Role of Retail Bundling and Its Implications in a Supply Chain
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DOI：
10.1111/poms.13017
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发表时间：
2019-04
影响因子：
5
通讯作者：
Qingning Cao;Xianjun Geng;K. Stecke;Jun Zhang
中科院分区：
文献类型：
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作者：
Qingning Cao;Xianjun Geng;K. Stecke;Jun Zhang
本文研究了零售商捆绑销售对由制造商和零售商组成的供应链的影响。零售商在需求不确定性实现之前从制造商订购主要产品，然后可以将其与次要产品捆绑销售。我们的研究结果揭示了捆绑销售的三个影响。首先，捆绑销售可以帮助零售商减轻初级产品需求不确定性的不利后果，并对次级产品的客户进行价格歧视。其次，捆绑销售可以降低零售商的批发价格弹性，并将零售商的订购决策划分为捆绑和非捆绑区域，在这两个区域之间，零售商的最优订购量显着下降。第三，捆绑销售以一种意想不到的方式影响制造商的批发价格决策：当零售商捆绑销售时，制造商可能会降低批发价格。我们的分析表明，捆绑销售有利于制造商，但有时会伤害零售商。此外，当考虑零售订单的不确定性时，虽然制造商总是从零售捆绑中受益，但取决于不确定的市场规模的实现，捆绑可能会变得更糟。这就解释了为什么零售捆绑销售一直是一些主要制造商的关注，而他们并不禁止捆绑销售。
We study the impacts of retail bundling on a supply chain with a manufacturer and a retailer. The retailer orders a primary product from the manufacturer before demand uncertainty materializes, and can retail it in a bundle with a secondary product afterwards. Our findings reveal three effects of bundling. First, bundling can help a retailer mitigate the adverse consequences of demand uncertainty in the primary product and price‐discriminate customers of the secondary product. Second, bundling can lower the retailer’s wholesale‐price elasticity and partition the retailer’s ordering decision into bundling and no‐bundling regions, between which there is a marked drop in the retailer’s optimal order quantity. Third, bundling affects the manufacturer’s wholesale price decision in an unexpected way: The manufacturer may lower the wholesale price when the retailer bundles. Our analysis shows bundling benefits the manufacturer, but can sometimes hurt the retailer. Further, when uncertainty in retail order is considered, while the manufacturer always benefits from retail bundling in expectation, it might be worse off with bundling depending on the realization of the uncertain market size. This explains why retail bundling has been a concern to some major manufacturers whereas they do not prohibit bundling up front.