Article ID: | iaor20073296 |
Country: | United States |
Volume: | 50 |
Issue: | 1 |
Start Page Number: | 15 |
End Page Number: | 33 |
Publication Date: | Jan 2004 |
Journal: | Management Science |
Authors: | Ryzin Garrett van, Talluri Kalyan |
Keywords: | behaviour, programming: dynamic |
Customer choice behavior, such as buy-up and buy-down, is an important phenomenon in a wide range of revenue management contexts. Yet most revenue management methodologies ignore this phenomenon – or at best approximate it in a heuristic way. In this paper, we provide an exact and quite general analysis of this problem. Specifically, we analyze a single-leg reserve management problem in which the buyers' choice behavior is modeled explicitly. The choice model is very general, simply specifying the probability of purchase for each fare product as a function of the set off are products offered. The control problem is to decide which subset of fare products to offer at each point in time. We show that the optimal policy for this problem has a quite simple form. Namely, it consists of identifying an ordered family of ‘efficient’ subsets