Article ID: | iaor2006232 |
Country: | Netherlands |
Volume: | 163 |
Issue: | 2 |
Start Page Number: | 530 |
End Page Number: | 544 |
Publication Date: | Jun 2005 |
Journal: | European Journal of Operational Research |
Authors: | Khouja Moutaz, Robbins Stephanie S. |
Keywords: | decision theory |
This paper analyzes the decision of a firm offering two versions of a product, a deluxe and a regular. While both products satisfy the same market, the deluxe version is sold at a high price relative to its cost and is aimed at the high end of the demand curve. The regular version is sold at a low price relative to its cost and is targeted to customers at the low end of the demand curve. This two-offering strategy is especially popular with book publishers where a paperback book is introduced some time after the hardbound version is introduced. The time between the introduction of the two versions of the product is accompanied by a downward shift in the demand curve due to customers losing interest in the product or satisfying their demand from a secondary used market. We solve a profit maximization model for a firm using a two-offering strategy. The model is solved for linear and exponential deterioration in demand, which is assumed to be deterministic. Also, a model with linear deterioration in demand, which is assumed to be stochastic, is solved. The results indicate that substantial improvements in profit can be obtained by using the two-offering strategy. Numerical sensitivity analysis and examples are used to illustrate the results.