IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v257y2023ics092552732200336x.html
   My bibliography  Save this article

Marketing effort within the newsvendor problem framework: A systematic review and extensions of demand-effort and cost-effort formulations

Author

Listed:
  • Hrabec, Dušan
  • Kučera, Jiří
  • Martinek, Pavel

Abstract

This study deals with a generalization of the newsvendor problem with marketing efforts. Combining inventory and marketing decisions is currently a topic that has been widely studied. Various formulations of marketing efforts and their costs have been applied in the literature. Therefore, a systematic review was performed to identify existing formulations, especially those that deal with mathematical modeling and optimization. The findings observed on a wide set of marketing effort formulations are summarized, generalized, and applied in the newsvendor problem framework. It was found that the optimal marketing effort decision does not depend on the uncertainty involved in the model for the additive demand case under commonly used assumptions. Optimal marketing is equal to its deterministic equivalent, contrary to the multiplicative form, where the decision directly depends on uncertainty. Formulations of the demand-effort response function and the cost of marketing effort are generalized (to concave and convex functions, respectively) and extended to an S-shaped demand-effort response function. Assumptions and theorems that guarantee the uniqueness of optimal marketing efforts are established. Finally, the effects of price and cost parameter changes on optimal marketing effort decisions were analyzed.

Suggested Citation

  • Hrabec, Dušan & Kučera, Jiří & Martinek, Pavel, 2023. "Marketing effort within the newsvendor problem framework: A systematic review and extensions of demand-effort and cost-effort formulations," International Journal of Production Economics, Elsevier, vol. 257(C).
    • Handle: RePEc:eee:proeco:v:257:y:2023:i:c:s092552732200336x
    DOI: 10.1016/j.ijpe.2022.108754
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S092552732200336X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2022.108754?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sana, Shib Sankar, 2013. "Optimal contract strategies for two stage supply chain," Economic Modelling, Elsevier, vol. 30(C), pages 253-260.
    2. Li, Xiang & Qi, Xiangtong & Li, Yongjian, 2021. "On sales effort and pricing decisions under alternative risk criteria," European Journal of Operational Research, Elsevier, vol. 293(2), pages 603-614.
    3. Xu, Xiaolin & Cai, Xiaoqiang & Chen, Youhua, 2011. "Unimodality of price-setting newsvendor's objective function with multiplicative demand and its applications," International Journal of Production Economics, Elsevier, vol. 133(2), pages 653-661, October.
    4. Terry A. Taylor, 2006. "Sale Timing in a Supply Chain: When to Sell to the Retailer," Manufacturing & Service Operations Management, INFORMS, vol. 8(1), pages 23-42, November.
    5. Lee, Yun Shin, 2014. "Management of a periodic-review inventory system using Bayesian model averaging when new marketing efforts are made," International Journal of Production Economics, Elsevier, vol. 158(C), pages 278-289.
    6. Shaoxuan Liu & Kut C. So & Fuqiang Zhang, 2010. "Effect of Supply Reliability in a Retail Setting with Joint Marketing and Inventory Decisions," Manufacturing & Service Operations Management, INFORMS, vol. 12(1), pages 19-32, March.
    7. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
    8. Tinglong Dai & Kinshuk Jerath, 2013. "Salesforce Compensation with Inventory Considerations," Management Science, INFORMS, vol. 59(11), pages 2490-2501, November.
    9. Melvin Woodley, 2021. "Decoupling the individual effects of multiple marketing channels with state space models," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(3), pages 248-255, June.
    10. Dušan Hrabec & Jakub Kůdela & Radovan Šomplák & Vlastimír Nevrlý & Pavel Popela, 2020. "Circular economy implementation in waste management network design problem: a case study," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(4), pages 1441-1458, December.
    11. Harish Krishnan & Roman Kapuscinski & David A. Butz, 2004. "Coordinating Contracts for Decentralized Supply Chains with Retailer Promotional Effort," Management Science, INFORMS, vol. 50(1), pages 48-63, January.
    12. Taaffe, Kevin & Geunes, Joseph & Romeijn, H. Edwin, 2008. "Target market selection and marketing effort under uncertainty: The selective newsvendor," European Journal of Operational Research, Elsevier, vol. 189(3), pages 987-1003, September.
    13. Jianmai Shi & Yiping Bao, 2016. "Multiproduct Multiperiod Newsvendor Problem with Dynamic Market Efforts," Discrete Dynamics in Nature and Society, Hindawi, vol. 2016, pages 1-10, October.
    14. Qin, Yan & Wang, Ruoxuan & Vakharia, Asoo J. & Chen, Yuwen & Seref, Michelle M.H., 2011. "The newsvendor problem: Review and directions for future research," European Journal of Operational Research, Elsevier, vol. 213(2), pages 361-374, September.
    15. Peng Ma & Kevin W. Li & Zhou-Jing Wang, 2017. "Pricing decisions in closed-loop supply chains with marketing effort and fairness concerns," International Journal of Production Research, Taylor & Francis Journals, vol. 55(22), pages 6710-6731, November.
    16. Dušan Hrabec & Kjetil K. Haugen & Pavel Popela, 2017. "The newsvendor problem with advertising: an overview with extensions," Review of Managerial Science, Springer, vol. 11(4), pages 767-787, October.
    17. Shilei Yang & Charles L Munson & Bintong Chen & Chunming Shi, 2015. "Coordinating contracts for supply chains that market with mail-in rebates and retailer promotions," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 66(12), pages 2025-2036, December.
    18. Dai, Jiansheng & Meng, Weidong, 2015. "A risk-averse newsvendor model under marketing-dependency and price-dependency," International Journal of Production Economics, Elsevier, vol. 160(C), pages 220-229.
    19. Guang-Dong Liu & Tian-Jian Yang & Xue-Mei Zhang, 2020. "Supply chain coordination and decisions under effort-dependent demand and customer balking behaviour," International Journal of Industrial and Systems Engineering, Inderscience Enterprises Ltd, vol. 34(1), pages 84-106.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dai, Jiansheng & Meng, Weidong, 2015. "A risk-averse newsvendor model under marketing-dependency and price-dependency," International Journal of Production Economics, Elsevier, vol. 160(C), pages 220-229.
    2. Tinglong Dai & Kinshuk Jerath, 2019. "Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts," Marketing Science, INFORMS, vol. 38(5), pages 852-870, September.
    3. Mohammad A.M. Abdel-Aal & Mujahid N. Syed & Shokri Z. Selim, 2017. "Multi-product selective newsvendor problem with service level constraints and market selection flexibility," International Journal of Production Research, Taylor & Francis Journals, vol. 55(1), pages 96-117, January.
    4. Serel, Doğan A., 2017. "A single-period stocking and pricing problem involving stochastic emergency supply," International Journal of Production Economics, Elsevier, vol. 185(C), pages 180-195.
    5. Xiuyan Ma, 2019. "Pricing to the Scenario: Price-Setting Newsvendor Models for Innovative Products," Mathematics, MDPI, vol. 7(9), pages 1-15, September.
    6. Shan Li & Kay-Yut Chen & Ying Rong, 2020. "The Behavioral Promise and Pitfalls in Compensating Store Managers," Management Science, INFORMS, vol. 66(10), pages 4899-4919, October.
    7. Bo Yan & Jiwen Wu & Zijie Jin & Shiyou He, 2020. "Decision-making of fresh agricultural product supply chain considering the manufacturer’s fairness concerns," 4OR, Springer, vol. 18(1), pages 91-122, March.
    8. Guo, Peijun & Ma, Xiuyan, 2014. "Newsvendor models for innovative products with one-shot decision theory," European Journal of Operational Research, Elsevier, vol. 239(2), pages 523-536.
    9. Xu, Xianhao & Chen, Cheng & Zou, Bipan & Wang, Hongwei & Li, Zhiwen, 2023. "Shipping before order making: Optimal shipping quantity and pricing decisions under uncertain demand," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 169(C).
    10. Avittathur, Balram & Biswas, Indranil, 2017. "A note on limited clearance sale inventory model," International Journal of Production Economics, Elsevier, vol. 193(C), pages 647-653.
    11. Wu, Xiangxiang & Zha, Yong & Yu, Yugang, 2022. "Asymmetric retailers’ sales effort competition in the presence of a manufacturer’s help," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 159(C).
    12. Moon, Ilkyeong & Xu, Jie & Feng, Xuehao & Ruan, Xiao, 2020. "Cooperative sales promotion with a point-sharing policy: Advantages and limitations," Omega, Elsevier, vol. 94(C).
    13. Wang, Charles X. & Qian, Zhuang & Zhao, Yabing, 2018. "Impact of manufacturer and retailer's market pricing power on customer satisfaction incentives in supply chains," International Journal of Production Economics, Elsevier, vol. 205(C), pages 98-112.
    14. Terry A. Taylor & Wenqiang Xiao, 2009. "Incentives for Retailer Forecasting: Rebates vs. Returns," Management Science, INFORMS, vol. 55(10), pages 1654-1669, October.
    15. Madhukar Nagare & Pankaj Dutta & Naoufel Cheikhrouhou, 2016. "Optimal ordering policy for newsvendor models with bidirectional changes in demand using expert judgment," OPSEARCH, Springer;Operational Research Society of India, vol. 53(3), pages 620-647, September.
    16. Bai, Tian & Wu, Meng & Zhu, Stuart X., 2019. "Pricing and ordering by a loss averse newsvendor with reference dependence," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 131(C), pages 343-365.
    17. Rubio-Herrero, Javier & Baykal-Gürsoy, Melike, 2020. "Mean-variance analysis of the newsvendor problem with price-dependent, isoelastic demand," European Journal of Operational Research, Elsevier, vol. 283(3), pages 942-953.
    18. Panos Kouvelis & Duo Shi, 2020. "Who Should Compensate the Sales Agent in a Distribution Channel?," Production and Operations Management, Production and Operations Management Society, vol. 29(11), pages 2437-2460, November.
    19. Jammernegg, Werner & Kischka, Peter, 2013. "The price-setting newsvendor with service and loss constraints," Omega, Elsevier, vol. 41(2), pages 326-335.
    20. Mehmet Güray Güler, 2019. "Advertising and forecasting investments of a newsvendor," 4OR, Springer, vol. 17(1), pages 45-73, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:proeco:v:257:y:2023:i:c:s092552732200336x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/ijpe .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.