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Transfer pricing in a dynamic marketing-operations interface

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  • Erickson, Gary M.

Abstract

A transfer price mechanism is proposed to coordinate the strategies of the marketing and operations functional areas operating in a dynamic interface environment in a decentralized firm. Marketing and operations are strategic decision-makers in a differential game, in which marketing has price and advertising and operations has production as control variables, and advertising goodwill and production backlog are state variables. A constant transfer price is entered into the objective functionals for marketing and operations, and subgame perfect feedback strategies are derived for price, advertising, and production as functions of the state variables. The feedback strategies allow a solution for the dynamic system involving goodwill and backlog, and the total payoff to the firm, the sum of the payoffs to marketing and operations, is determined as a function of the transfer price. Finally, for certain parameter conditions an interior maximum of the payoff function is achieved, and the optimal transfer price is identified.

Suggested Citation

  • Erickson, Gary M., 2012. "Transfer pricing in a dynamic marketing-operations interface," European Journal of Operational Research, Elsevier, vol. 216(2), pages 326-333.
    • Handle: RePEc:eee:ejores:v:216:y:2012:i:2:p:326-333
    DOI: 10.1016/j.ejor.2011.07.042
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    References listed on IDEAS

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    3. Beladi, Hamid & Chakrabarti, Avik, 2019. "Multidivisional firms, internal competition, and comparative advantage: Baye et al. Meet Neary," Journal of International Economics, Elsevier, vol. 116(C), pages 50-57.
    4. Sombultawee, Kedwadee & Boon-itt, Sakun, 2018. "Marketing-operations alignment: A review of the literature and theoretical background," Operations Research Perspectives, Elsevier, vol. 5(C), pages 1-12.
    5. De Giovanni, Pietro & Karray, Salma & Martín-Herrán, Guiomar, 2019. "Vendor Management Inventory with consignment contracts and the benefits of cooperative advertising," European Journal of Operational Research, Elsevier, vol. 272(2), pages 465-480.
    6. Liu, Yang & Zhang, Jianxiong & Zhang, Shichen & Liu, Guowei, 2017. "Prisoner’s dilemma on behavioral choices in the presence of sticky prices: Farsightedness vs. myopia," International Journal of Production Economics, Elsevier, vol. 191(C), pages 128-142.
    7. Liu, Guowei & Zhang, Jianxiong & Tang, Wansheng, 2015. "Strategic transfer pricing in a marketing–operations interface with quality level and advertising dependent goodwill," Omega, Elsevier, vol. 56(C), pages 1-15.
    8. Fouad El Ouardighi & Gary Erickson & Dieter Grass & Steffen Jørgensen, 2016. "Contracts and Information Structure in a Supply Chain with Operations and Marketing Interaction," International Game Theory Review (IGTR), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-36, December.
    9. Changwen Li & Bin Cao & Yong-Wu Zhou & T. C. Edwin Cheng, 2023. "Pricing, coalition stability, and profit allocation in the pull assembly supply chains under competition," OR Spectrum: Quantitative Approaches in Management, Springer;Gesellschaft für Operations Research e.V., vol. 45(3), pages 977-1011, September.
    10. Mesak, Hani I. & Bari, Abdullahel & Luehlfing, Michael S. & Han, Fei, 2015. "On modeling the advertising-operations interface under asymmetric competition," European Journal of Operational Research, Elsevier, vol. 240(1), pages 278-291.
    11. Fang Fang & Harihara Prasad Natarajan, 2020. "Sourcing and Procurement Cost Allocation in Multi‐Division Firms," Production and Operations Management, Production and Operations Management Society, vol. 29(3), pages 767-787, March.
    12. Jun Wang & Xianxue Cheng & Xinyu Wang & Hongtao Yang & Shuhua Zhang, 2019. "Myopic versus Farsighted Behaviors in a Low-Carbon Supply Chain with Reference Emission Effects," Complexity, Hindawi, vol. 2019, pages 1-15, February.
    13. Chang, Shuhua & Zhang, Zhaowei & Wang, Xinyu & Dong, Yan, 2020. "Optimal acquisition and retention strategies in a duopoly model of competition," European Journal of Operational Research, Elsevier, vol. 282(2), pages 677-695.
    14. Ziping Wang & Wenlian Gao & Samar K. Mukhopadhyay, 2016. "Impact of taxation on international transfer pricing and offshoring decisions," Annals of Operations Research, Springer, vol. 240(2), pages 683-707, May.
    15. Kumar, Satish & Pandey, Neeraj & Lim, Weng Marc & Chatterjee, Akash Nil & Pandey, Nitesh, 2021. "What do we know about transfer pricing? Insights from bibliometric analysis," Journal of Business Research, Elsevier, vol. 134(C), pages 275-287.

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