Product choice for a firm selling related products: A parimutuel application

Mukhtar Ali and Richard Thalheimer

Applied Economics, 2002, vol. 34, issue 10, 1251-1271

Abstract: This paper provides a framework for analysis of product choice by a multiproduct firm selling several products whose demands are interrelated. The decision making process of a racetrack-racebook regarding the parimutuel wagering products (both number and which ones) it should supply is illustrated. A racetrack-racebook is a business entity, which offers its patrons the opportunity to wager, not only on live horse racing conducted at the racetrack but also on races simulcast to that racetrack from a variety of racetracks, from both in-state and out-of-state locations. The demands for these wagering products are interrelated and these interrelationships play a key role in determining the number (and which ones) of these wagering opportunities that will be supplied. Based on the experience of a specific racetrack-racebook, these demand functions are estimated econometrically and the role of these interrelated demands in the supply decision is explored. An algorithm is developed to search over all possible product portfolios to determine that combination of products yielding the highest sales, revenue, or profit.

Date: 2002
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DOI: 10.1080/00036840110094428

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