Interfaces with Other Disciplines Optimal quality and quantity provisions for centralized vs . decentralized distribution : Market size uncertainty effects
Interfaces with Other Disciplines Optimal quality and quantity provisions for centralized vs . decentralized distribution : Market size uncertainty effects
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发表时间：
2018
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通讯作者：
Yan Liu;Hongyang Shi;N. Petruzzi
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作者：
Yan Liu;Hongyang Shi;N. Petruzzi
当消费者为产品质量付费的意愿不同时，我们提供了关于市场规模不确定性如何影响分销渠道中最优质量（数量）供应的见解。在这种情况下，我们将制造商为集中渠道提供的最佳质量（数量）与为分散渠道提供的最佳模拟之间的差异表示为质量（数量）差异。我们发现市场规模的不确定性产生或增加了数量差异，但不影响差异的极性。相比之下，市场规模的不确定性降低了质量差异，并且在一定程度上，根据消费者异质性的水平，它扭转了差异的极性。此外，我们发现，内在不确定性水平越高，影响越明显。我们同样发现，如果消费者异质性的概念被零售层面的竞争所取代，市场规模不确定性的影响会被放大。©2017 Elsevier B.V.版权所有
We provide insights on how market size uncertainty affects the optimal quality (quantity) provision in distribution channels when consumers are heterogeneous in their willingness to pay for product quality. In this context, we denote the difference between the manufacturer’s optimal quality (quantity) provision for a centralized channel and its optimal analog for a decentralized channel as the quality (quantity) differential. We find that market size uncertainty creates or increases the quantity differential, but it does not affect the differential’s polarity. In contrast, market size uncertainty decreases the quality differential and it does so to the extent that, depending on the level of consumer heterogeneity, it reverses the differential’s polarity. Moreover, we find that the higher the inherent uncertainty level, the more pronounced are the effects. We likewise find that the effects of market size uncertainty are amplified if the notion of consumer heterogeneity is replaced with retail-level competition. © 2017 Elsevier B.V. All rights reserved.