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How Much Demand Should Be Fulfilled?

Author

Listed:
  • Amar Sapra

    (Indian Institute of Management Bangalore, Bangalore, India)

  • Van-Anh Truong

    (School of Operations Research and Information Engineering, Cornell University, Ithaca, New York 14853)

  • Rachel Q. Zhang

    (Department of Industrial Engineering and Engineering Management, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong)

Abstract

We study the inventory replenishment of a product whose demand can be manipulated by restricting the supply. This research is motivated by a novel marketing tactic employed by manufacturers of fashion and luxury items. Such a tactic combines innovative marketing with deliberate understocking in an attempt to create shortages (i.e., waitlists) that add to the allure and sense of exclusivity of a product and stimulate its demand. We model the problem as a finite-horizon, periodic-review system where demand in each period is a decreasing function of the net ending inventory in the previous period. Although the optimal structure can be complex in general, under certain conditions we are able to characterize the optimal policy as a state-dependent, monotone, base-stock policy. We compare this policy with the optimal policy for the case in which demand is independent of the net inventory. We also show that understocking is optimal in various scenarios. We then propose a novel strategy, called the inventory-withholding strategy, to further explore the wait-list effect by making customers wait even when there is inventory on hand to satisfy them. Our numerical experiments study the impact of various model parameters in combination with the wait-list effect on the optimal policy and the corresponding expected profits.

Suggested Citation

  • Amar Sapra & Van-Anh Truong & Rachel Q. Zhang, 2010. "How Much Demand Should Be Fulfilled?," Operations Research, INFORMS, vol. 58(3), pages 719-733, June.
    • Handle: RePEc:inm:oropre:v:58:y:2010:i:3:p:719-733
    DOI: 10.1287/opre.1090.0757
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    References listed on IDEAS

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    1. Wu, Zhengping & Zhai, Xin & Liu, Zhongyi, 2015. "The inventory billboard effect on the lead-time decision," International Journal of Production Economics, Elsevier, vol. 170(PA), pages 45-53.
    2. Prashant Chintapalli & Jishnu Hazra, 2015. "Pricing and inventory management during new product introduction when shortage creates hype," Naval Research Logistics (NRL), John Wiley & Sons, vol. 62(4), pages 304-320, June.
    3. Youhua (Frank) Chen & Ye Lu & Minghui Xu, 2012. "Optimal inventory control policy for periodic‐review inventory systems with inventory‐level‐dependent demand," Naval Research Logistics (NRL), John Wiley & Sons, vol. 59(6), pages 430-440, September.
    4. Jianqiang Hu & Cheng Zhang & Chenbo Zhu, 2016. "( s , S ) Inventory Systems with Correlated Demands," INFORMS Journal on Computing, INFORMS, vol. 28(4), pages 603-611, November.
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    6. Yan, Xiaoming & Chao, Xiuli & Lu, Ye, 2024. "Optimal control policies for dynamic inventory systems with service level dependent demand," European Journal of Operational Research, Elsevier, vol. 314(3), pages 935-949.
    7. Disney, Stephen M. & Gaalman, Gerard J.C. & Hedenstierna, Carl Philip T. & Hosoda, Takamichi, 2015. "Fill rate in a periodic review order-up-to policy under auto-correlated normally distributed, possibly negative, demand," International Journal of Production Economics, Elsevier, vol. 170(PB), pages 501-512.
    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. Adler, Nicole & Hanany, Eran, 2016. "Regulating inter-firm agreements: The case of airline codesharing in parallel networks," Transportation Research Part B: Methodological, Elsevier, vol. 84(C), pages 31-54.

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