 Conclusion and Managerial InsightsDaniela Wiehenbrauk () Chapter Chapter 6 in Collaborative Promotions, 2010, pp 127-130 from Springer Abstract: Abstract This thesis considers the collaboration between manufacturer and retailer through sharing upstream information that is suited to serve as the basis of a retailer’s joint optimization of promotion strategy and order quantity. In a competitive environment, we apply the fundamentals of game theory to describe the retailer’s decision-making process in a two-stage approach and determine the value of information sharing. The Competition Index is introduced and provides a new and unique framework for upstream information sharing. We further extend our view to the entire supply chain including manufacturer, retailer as well as loyal and smart customer segments. As a result, we demonstrate the possibility of improving supply chain efficiency and thereby achieving a win–win–win situation by means of collaborative promotions. We will summarize the key findings by pointing out (1) the impact of customer demand and (2) the resulting strategic options for retailers. We suggest as an appropriate strategy the idea of (3) improving supply chain efficiency by collaborative promotions. Keywords: Order Quantity; Promotion Strategy; Customer Segment; Competition Index; Price Promotion (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:lnechp:978-3-642-13393-0_6 Ordering information: This item can be ordered from DOI: 10.1007/978-3-642-13393-0_6 Access Statistics for this chapter More chapters in Lecture Notes in Economics and Mathematical Systems from Springer |
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