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Issues in operations management and marketing interface research: Competition, product line design, and channel coordination.

机译：运营管理和营销界面研究中的问题：竞争，产品线设计和渠道协调。

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摘要

This dissertation studies important issues in supply chain management and marketing interface research: competition, product line design, and channel efficiency, at the presence of vertically differentiated products. Vertical differentiation as a means of price discrimination has been well-studied in both economics and marketing literature. However, less attention has been paid on how vertical differentiation has been operationalized. In this dissertation, we focus our study on two types of vertical differentiation: the one created by a product line which is produced by the same firm, and the one created by products from different firms. We especially are interested in the so-called private label products vs. the national brand products. Specifically, this dissertation explores how vertical differentiation can affect the interactions among the members of a supply chain in several different contexts. In the first piece of work, we use a game theoretic model to explore how the ability of a retailer to introduce a private label product affects its interaction with a manufacturer of a national brand. In the second essay, we are investigating how an original equipment manufacturer (OEM) will be affected by the entry of a competitor when there are strategic suppliers of a critical component. If these suppliers behave strategically, it is not clear that the entry of other players will necessarily be harmful to the incumbent. In the last work, we pay our attention to an emerging change happening in the industry: some retailers begin to sell their private labels through their competitors. We investigate the strategic role of a retailer selling her own private label products through another retailer. In summary, this dissertation illustrates how vertical differentiation play a crucial role in firms' supply chain as well as marketing strategies. Therefore, it is important for firms to recognize these strategic issues related to vertically differentiated products while making operations/marketing decisions.
机译：本文研究了存在垂直差异化产品的供应链管理和营销接口研究中的重要问题：竞争，产品线设计和渠道效率。纵向差异作为价格歧视的手段已经在经济学和市场营销文献中得到了很好的研究。但是，很少有人关注如何实现纵向差异化。在本文中，我们将研究集中在两种类型的垂直分化上：一种是由同一家公司生产的产品线创造的，另一种是由不同公司的产品创造的。我们尤其对所谓的自有品牌产品和国家品牌产品感兴趣。具体而言，本文探讨了垂直差异如何在几种不同的情况下影响供应链成员之间的相互作用。在第一篇文章中，我们使用博弈论模型研究零售商引入自有品牌产品的能力如何影响其与民族品牌制造商的互动。在第二篇文章中，我们正在调查当关键组件的战略供应商进入时，原始设备制造商（OEM）将如何受到竞争对手的进入的影响。如果这些供应商采取战略性举动，则尚不清楚其他参与者的进入是否必然会对在位者有害。在上一工作中，我们关注行业中正在发生的新变化：一些零售商开始通过竞争对手出售自有品牌。我们调查了一家零售商通过另一家零售商出售自己的自有品牌产品的战略作用。总而言之，本文说明了纵向差异如何在企业的供应链和营销策略中发挥关键作用。因此，对于公司而言，在制定运营/营销决策时，必须认识到与纵向差异化产品相关的这些战略问题，这一点很重要。

著录项

  • 作者

    Chen, Liwen.;

  • 作者单位

    The University of Texas at Austin.;

  • 授予单位 The University of Texas at Austin.;
  • 学科 Business Administration Marketing.;Business Administration Management.
  • 学位 Ph.D.
  • 年度 2010
  • 页码 183 p.
  • 总页数 183
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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