Product Launches and Buying Frenzies: A Dynamic Perspective
Product Launches and Buying Frenzies: A Dynamic Perspective
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DOI：
10.1111/poms.12394
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发表时间：
2012-09
影响因子：
5
通讯作者：
P. Courty;Javad Nasiry
中科院分区：
文献类型：
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作者：
P. Courty;Javad Nasiry
在电子产品（手机、视频游戏）、豪华汽车和时尚产品等几个行业，由于公司故意供应新产品不足而引起的购买狂潮经常很明显。我们建立了一个购买狂热的动态模型，该模型结合了公司在一段时间内制造和销售一种产品的情况，并描述了在哪些条件下，诱导这种狂热是一种最佳策略。我们发现，当消费者对产品的估值有足够的不确定性时，当他们对未来充分贴现但不过度贴现时，就会出现购买狂热。我们提出了“顾客绝望”和稀缺程度的衡量标准，分别衡量购买狂热的深度和广度。我们还证明，这种狂热可以对公司利润产生显著的积极影响，并部分弥补由于不承诺未来价格而造成的损失。本研究为企业如何通过生产、定价和库存决策来影响市场对新产品的反应，从而引发盈利狂热提供了管理见解。
Buying frenzies caused by a firm's intentional undersupplying of a new product are frequently evident in several industries including electronics (cell phones, video games), luxury automobiles, and fashion goods. We develop a dynamic model of buying frenzies that incorporates the firm's manufacturing and sale of a product over time and characterizes the conditions under which inducing such frenzies is an optimal strategy. We find that buying frenzies occur when customers are sufficiently uncertain about their valuations of the product and when they discount the future sufficiently but not excessively. We propose measures of “customer desperation” and of the extent of scarcity to measure the depth and breadth of buying frenzies, respectively. We also demonstrate that such frenzies can have a significantly positive effect on firm profits and partially recover the loss due to non‐commitment to future prices. This study provides managerial insights on how firms can influence market response to a new product through production, pricing, and inventory decisions to induce profitable frenzies.