Trade-In Rebates for Price Discrimination and Product Recovery
Trade-In Rebates for Price Discrimination and Product Recovery
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DOI：
10.2139/ssrn.2546002
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发表时间：
2015-10
影响因子：
5.8
通讯作者：
Vishal V. Agrawal;Mark E. Ferguson;Gilvan C. Souza
中科院分区：
文献类型：
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作者：
Vishal V. Agrawal;Mark E. Ferguson;Gilvan C. Souza
我们调查了原始设备制造商（OEM）应该在何时以及如何提供以旧换新回扣来回收二手产品，以实现更好的价格歧视，并削弱来自第三方再制造商（3PR）的竞争。本文的动机是一个主要的IT设备OEM，它与客户谈判，为他们提供个性化的贸易在回扣，以诱使他们返回他们的旧产品和购买新的单位。该公司还面临来自3PR的日益激烈的竞争。我们通过一个广义的纳什讨价还价框架，这样一个贸易的计划与谈判回扣。我们的主要研究问题是，OEM是否应该只使用以旧换新计划或提供再制造产品，或通过两种选择与3PR竞争。在没有3PR的情况下，与不提供以旧换新计划相比，OEM总是更愿意提供以旧换新计划。由于以旧换新计划也有助于限制二手产品向3PR的供应，因此人们会认为，在3PR存在的情况下，提供以旧换新计划将更具吸引力。然而，我们表明，OEM可能会发现，当面临来自3PR的竞争时，提供以旧换新计划是有害的。我们还表明，尽管事实上，核心是很容易通过贸易英寸，贸易在计划使它不那么有吸引力的OEM再制造。最后，我们表明，提供一个贸易计划也可能导致较低的总环境影响，但只有在存在的再制造产品。
We investigate when and how an original equipment manufacturer (OEM) should offer a trade-in rebate to recover used products in order to achieve better price discrimination and weaken competition from third-party remanufacturers (3PRs). This paper is motivated by a major IT equipment OEM, which negotiates with customers to offer them personalized trade-in rebates to induce them to return their old products and purchase new units. The company also faces increasing competition from 3PRs. We model such a trade-in program with negotiated rebates through a generalized Nash bargaining framework. Our main research question is whether the OEM should compete with a 3PR using only a trade-in program or by offering remanufactured products, or through both options. In the absence of 3PRs, the OEM always prefers to offer the trade-in program compared with not offering a trade-in program. As a trade-in program also helps to restrict the supply of used products to 3PRs, one would expect that offering a trade-in program would be more attractive in the presence of a 3PR. We show, however, that the OEM may find it detrimental to offer a trade-in program when faced with competition from a 3PR. We also show that despite the fact that cores are readily available via the trade-ins, the trade-in program makes it less attractive for the OEM to remanufacture. Finally, we show that offering a trade-in program may also lead to lower total environmental impact, but only in the presence of remanufactured products.