Effects of Supply Reliability, Risk Aversion, and Wealth on Retailer’s Optimal Order Strategy

This study examines the effects of supply reliability, risk aversion, and wealth on the optimal order strategy of retailers in the case of uncertain demand by measuring the degree of risk aversion. A more practical model of optimal ordering strategy is proposed, considering supply reliability, demand uncertainty, risk aversion, and retailer wealth, in which two random variables, supply reliability factors and demand, are introduced into the retailer’s function of expected utility. To avoid nonconvergence at both ends, the demand follows a triangular rather than a normal distribution. It is found that the optimal order quantity will increase with the improvement of supply reliability when the risk-averse degree is fixed. The results also show that the optimal order quantity of risk-averse retailers is smaller than that of risk-neutral retailers. Additionally, the optimal order quantity for the risk-averse retailer decreases as the degree of risk aversion increases, when supply reliability is fixed. Further research shows that the retailer is a constant absolute risk aversion (CARA). That means retailer’s wealth has nothing to do with the risk aversion and changes in the retailer’s wealth will not affect the retailer’s optimal order quantity. This study provides valuable insights for sustainable supply chain management and marketing.