Assessing the Impact of Price Promotions on Consumer Response to Online Stockouts

The recent growth of e‐commerce technologies has disrupted the traditional retail environment, leading to more consumers shopping online. While the manner in which consumers shop is changing rapidly, our understanding of how changing consumer behaviors affect retail supply chain management is lacking. In particular, our understanding of how consumers react to stockouts in an online shopping environment remains unclear. Making the challenge even more difficult is the fact that price promotions are heavily used to attract consumers in an online retail environment where consumer switching costs are low. This research develops a theoretical framework, based on expectation‐disconfirmation theory, to explain the effect of price promotions on consumer expectations of product availability and their reactions to stockouts in an online retail environment. Surprisingly, our findings suggest that consumers are actually less dissatisfied with a stockout of a price promoted item than a nonprice promoted product and are less likely to switch to another retailer's website. These findings may suggest that price promotions actually create a type of switching cost in the online retail environment, leading to interesting implications for researchers and supply chain managers.     

Hurry! Sale Ends Soon: The Impact of Limited Inventory Availability Disclosure on Consumer Responses to Online Stockouts

A prevalent challenge for online retail supply chain managers is maintaining and managing adequate inventory levels to support and fulfill consumer orders and purchases. Interestingly, this challenge is not only about maintaining inventory availability, but also how to effectively disclose and communicate inventory availability, particularly if a stockout occurs. This article investigates a conceptual model that explores the impact of online inventory availability disclosure on consumer perceptions in the context of a stockout. Based on expectation disconfirmation theory, the core of the model is the notion that limited inventory availability would stimulate expected consumer competition, which in turn, causes consumers to not be as negatively impacted by stockouts. Contrary to this prediction, however, the results of this experimental study show that consumers are actually more dissatisfied when low inventory availability items are out‐of‐stock. This is likely due to the combined impacts of a stockout encounter and a “loss” of a competitive shopping scenario. Thus, implications of these findings for future research and supply chain practice are offered accordingly.     

Product variety and vertical integration

R esearch summary: In vertical relationships, the potential for scale economy in manufacturing often calls for specialization and outsourcing. Specialization, however, depends critically on the stability of the task and contractual environment. In a highly uncertain environment, the need for frequent mutual adjustments favors integration instead of outsourcing. To evaluate vertical relationships in value chains where one stage competes on product variety under great uncertainty and the other stage competes on scale, we compare operations data at about 300 distribution centers within a major soft‐drink bottler before and after it was integrated into an upstream concentrate producer. We find that vertical integration improved coordination for the integrated firm by aligning incentives and reducing strategic information asymmetry, but it worsened coordination for upstream rivals that shared the same downstream facilities. M anagerial summary: Managers make frequent decisions about outsourcing versus integration. This article helps to crystalize the costs and benefits of integration by pointing to two important factors: the potential for economies of scale and the need for coordination under uncertainty. It studies an industry where one stage of the value chain competes on product variety under great uncertainty and the other stage competes on scale. Based on operations data at about 300 distribution centers within a major soft‐drink bottler before and after it was integrated into an upstream concentrate producer, we find that vertical integration improved coordination for the integrated firm (by reducing both stockouts and inventory, and improving sales forecasts), but it worsened coordination for upstream rivals that shared the same downstream facilities. Copyright © 2016 John Wiley & Sons, Ltd.     

The Role of Schedule Mismatch in Ending Inventory Decisions in the Presence of Price Cuts

In the high‐tech sector, component suppliers are often able to offer preannounced price cuts (price markdowns) to manufacturers due to technological innovation that allows them to produce the existing components at lower costs. In this context, manufacturers (buyers) are primarily concerned with their existing inventory carried beyond the price cuts in order to lower inventory costs. In this research, we develop a newsvendor‐based decision model for this problem based on our experience in industry and a focal case study environment. Specifically, we consider the issue of delivery and demand uncertainties, and the interplay of the buying firm's operating hours and the transportation carrier's delivery hours, which combine to influence inventory costs and order fulfillment. We illustrate the results with numerical examples and sensitivity analyses, using a real world data set. We found that stockout cost plays a critical role in the ending inventory decisions. Lowering stockout cost will benefit buyers from lower risk of obsolescence costs.     

零售业顾客缺货反应研究评述

零售业主要是销售消费用品,直接面向终端顾客。关于缺货反应的研究,对后期的零售业具有重大的借鉴意义。缺货问题涉及供应链管理、顾客关系管理等诸多方面,它的研究对制造商、经销商、零售商都有很大的指导作用。否则,商品缺货可能导致零售门店损失销售额,也会削弱消费者对零售商和缺货商品品牌的信赖。