Dynamic Pricing and Lead‐Time Policies for Make‐to‐Order Systems*

Make‐to‐order firms use different approaches for managing their lead‐times and pricing in the face of changing market conditions. A particular firm's approach may be largely dictated by environmental constraints. For example, it makes little sense to carefully manage lead‐time if its effect on demand is muted, as it can be in situations where leadtime is difficult for the market to gauge or requires investment to estimate. Similarly, it can be impractical to change capacity and price. However, environmental constraints are likely to become less of an issue in the future with the expanding e‐business infrastructure, and this trend raises questions into how to manage effectively the marketing mix of price and lead‐time in a more “friction‐free” setting. We study a simple model of a make‐to‐order firm, and we examine policies for adjusting price and capacity in response to periodic and unpredictable shifts in how the market values price and lead‐time. Our analysis suggests that maintaining a fixed capacity while using lead‐time and/or price to absorb changes in the market will be most attractive when stability in throughput and profit are highly valued, but in volatile markets, this stability comes at a cost of low profits. From a pure profit maximization perspective, it is best to strive for a short and consistent lead‐times by adjusting both capacity and price in response to market changes.     

Effective Design of Products/Services: An Approach Based on Integration of Marketing and Operations Management Decisions*

This paper presents an integrated framework for designing profit‐maximizing products/ services, which can also be produced at reasonable operating difficulty levels. Operating difficulty is represented as a function of product and process attributes, and measures a firm's relative ease or difficulty in meeting customer demand patterns under specified operating conditions. Earlier optimum product design procedures have not considered. operational difficulty. We show that optimum profit, market share, cost, and product profiles are dependent on operating difficulty level. Empirical results from the pizza delivery industry demonstrate the value of the proposed Effective Product/Service Design approach.     

Service Personnel,Technology, and Their Interaction in Influencing Customer Satisfaction*

Managing both the technologies and the personnel needed for providing high‐quality, multichannel customer support creates a complex and persistent operational challenge. Adding to this difficulty, it is still unclear how service personnel and these new communication technologies interact to influence the customer's perceptions of the service being provided. Motivated by both practical importance and inconsistent findings in the academic literature, this exploratory research examines the interaction of media richness, represented by three different technology contexts (telephone, e‐mail, and online chat), with six customer service representative (CSR) characteristics and their influences on customer satisfaction. Using a large‐sample customer survey data set, the article develops a multigroup structural equation model to analyze these interactions. Results suggest that CSR characteristics influence customer service satisfaction similarly across all three technology‐mediated contexts. Of the characteristics studied, service representatives contribute to customer satisfaction more when they exhibit the characteristics of thoroughness, knowledgeableness, and preparedness, regardless of the richness of the medium used. Surprisingly, while three other CSR characteristics studied (courtesy, professionalism, and attentiveness) are traditionally believed to be important in face‐to‐face encounters, they had no significant impact on customer satisfaction in the technology‐mediated contexts studied. Implications for both practitioners and researchers are drawn from the results and future research opportunities are discussed.     

Capacity Investment and Product Line Decisions of a Multiproduct Leader and a Focus Strategy Entrant

In this article, I investigate the capacity investment cost conditions where a multiproduct market leader may respond to a focus strategy entrant by using different strategies such as changing the product mix, production volumes, quality levels, and/or by investing in more capacity. The products offered in the market are quality differentiated and customers are heterogeneous in their willingness to pay for quality. The capacity investment costs of the two firms (i.e., the leader and the entrant) may also be different. The classical Stackelberg model predicts that an incumbent does not change its position in response to entry. However, when heterogeneous customer base, product differentiation, and capacity costs are taken into consideration, I find that the leader with a low capacity cost may choose to expand its product line and increase its production. The leader with low capacity cost may introduce a product that it was holding back when the entrant has to bear the high‐capacity cost and cannibalization threat is relatively small. Nevertheless, the extent of production volume strategies reduces as the capacity cost increases for the leader. I also find that when the leader has the power to set the industry standards by deciding the quality levels, as a response to a high‐quality focused entrant, the leader increases both levels of quality and production of the low‐quality product. Moreover, when the capacity investment cost is high for both the entrant and the leader, I find that market prices may increase with entry.     

Optimal Temporal Customer Purchasing Decisions Under Trade‐In Programs with Up‐Front Fees

To entice customers to purchase both current and new generation products over time, many firms offer different trade‐in programs including programs that require customers to pay an up‐front fee. To examine the effectiveness of the trade‐in programs, we develop a two‐period model in which a firm sells the first generation product in the first period and the second generation product in the second period; however, the firm offers a trade‐in program that customers can participate in when purchasing the first generation product in the first period. To participate, each customer has to pay a nonrefundable fee in the first period so that she has the option to trade‐in her first generation product and receive a prespecified trade‐in value to be used for the purchase of the second generation product in the second period. To capture market heterogeneity and market uncertainty, we examine the case when the valuation of the first generation product varies among customers and the valuation of the second generation product is uncertain a priori. By analyzing a two‐period game, we determine the optimal purchasing behavior of each rational customer, and we show that the firm is always better off by offering its own trade‐in programs. Also, our numerical analysis reveals that trade‐in programs can benefit the firm significantly especially when (i) the residual value of the first generation product is high; (ii) the expected incremental value of the second generation product is high; or (iii) the valuation of the second generation product is highly uncertain.     

动态规划问题的知识化数学模型生成器研究

针对计算机自动生成动态规划模型这一难题,研究了动态规划问题及其模型的知识表示以及相应的知识化信息模型和知识化数学模型,运用积木式建模方法提出了动态规划问题知识化数学模型生成器的结构及其工作原理,并在微机上实现了一个投资决策问题的建模过程.本项研究为运筹学模型的自动建模开辟了途径.     

Time‐Staged Overtime Staffing for Services with Updated Forecasts and Availabilities

This article develops a framework for staffing in a service environment when multiple opportunities exist for prescheduling overtime prior to the start of a shift. Demand forecasts improve as the shift approaches, while the availability of workers to be scheduled for overtime decreases. First, a single‐shift model is developed and used in computational studies to evaluate the benefits of time‐staged overtime staffing, which include slightly lower costs and significant reductions in unscheduled overtime and outside agents. A multishift model is then developed to consider constraints on consecutive hours worked and minimum rest intervals between shifts. A multishift computational study shows how the benefits of time‐staged overtime staffing depend on problem characteristics when interactions between shifts are considered. The article discusses how single‐shift and multishift models relate to each other and alternative ways the models may be used in practice, including decentralized open shift management and centralized overtime scheduling.     

A Model for Resource Constrained Production and Inventory Management

We present a general model for multi-item production and inventory management problems that include a resource restriction. The decision variables in the model can take on a variety of interpretations, but will typically represent cycle times, production batch sizes, number of production runs, or order quantities for each item. We consider environments where item demand rates are approximately constant and performing an activity such as producing a batch of a product or placing an order results in the consumption of a scarceresource that is shared among the items. Some examples of shared resources include limited machine capacity, a restriction on the amount of money that can be tied up in stock, orlimited storage capacity. We focus on the case where the decision variables must be integer valued or selected from a discrete set of choices, such as when an integer number of production runs is desired for each item, or in order quantity problems where the items come in pack sizes containing more than one unit and, therefore, the order quantities must be an integer multiple of the pack sizes. We develop a heuristic and a branch and bound algorithm for solving the problem. The branch and bound algorithm includes reoptimization procedures and the heuristic to improve its performance. Computational testing indicates that the algorithms are effective for solving the general model.     

Marketing Communication Intensity Across Industries

Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross-sectional and time-series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.     

Tour Scheduling and Task Assignment of a Heterogeneous Work Force: A Heuristic Approach

The dual problem of work tour scheduling and task assignment involving workers who differ in their times of availability and task qualifications is examined in this paper. The problem is presented in the context of a fast food restaurant, but applies equally well to a diverse set of service operations. Developing a week-long labor schedule is a nontrivial problem, in terms of complexity and importance, which a manager spends as much as a full workday solving. The primary scheduling objective (the manager's concern) is the minimization of overstaffing in the face of significant hourly and daily fluctuations in minimum staffing requirements. The secondary objective (the workers’ concern) is the minimization of the sum of the squared differences between the number of work hours scheduled and the number targeted for each employee. Contributing to scheduling complexity are constraints on the structure of work tours, including minimum and maximum shift lengths and a maximum number of workdays. A goal programming formulation of a representative problem is shown to be too large, for all practical purposes, to be solved optimally. Existing heuristic procedures related to this research possess inherent limitations which render them inadequate for our purposes. Subsequently, we propose and demonstrate a computerized heuristic procedure capable of producing a labor schedule requiring at most minor refinement by a manager.     

Bundling of Vertically Differentiated Products in a Supply Chain*

We consider a supply chain consisting of a single manufacturer and a single retailer. The manufacturer produces a basic and a premium product. If desired, a bundle of the two products might also be produced at a unit bundling cost. We allow either the manufacturer or the retailer to produce the bundle from the component products. All products, however, must be sold exclusively through the retailer. Using game theoretic models, we compare and contrast the equilibrium outcomes under retailer bundling and manufacturer bundling scenarios. We show that under manufacturer bundling, the manufacturer never offers the full product line composed of the basic product, the premium product, and the bundle, at equilibrium; while the same does not hold under retailer bundling. We show that total supply chain profit under retailer bundling weakly dominates that under manufacturer bundling and characterize the region in the parameter space where this domination is strict. We explore an extension where there is a capacity constraint in producing one or both of the component products and characterize the equilibrium outcomes. We show that unlike the infinite capacity case, offering the full product line is an equilibrium outcome under manufacturer bundling when the capacity of the premium good is limited.     

A Stochastic Goal Program for Employee Scheduling*

Deterministic goal programs for employee scheduling decisions attempt to minimize expected operating costs by assigning the ideal number of employees to each feasible schedule. For each period in the planning horizon, managers must first determine the amount of labor that should be scheduled for duty. These requirements are often established with marginal analysis techniques, which use estimates for incremental labor costs and shortage expenses. Typically, each period in the planning horizon is evaluated as an independent epoch. An implicit assumption is that individual employees can be assigned to schedules with as little as a single period of work. If this assumption violates local work rules, the labor requirements parameters for the deterministic goal program may be suboptimal. As we show in this research, this well-known limitation can lead to costly staffing and scheduling errors. We propose an employee scheduling model that overcomes this limitation by integrating the labor requirements and scheduling decisions. Instead of a single, externally determined staffing goal for each period, the model uses a probability distribution for the quantity of labor required. The model is free to choose an appropriate staffing level for each period, eliminating the need for a separate goal-setting procedure. In most cases this results in better, less costly decisions. In addition, the proposed model easily accommodates both linear and nonlinear under- and overstaffing penalties. We use simple examples to demonstrate many of these advantages and to illustrate the key techniques necessary to implement our model. We also assess its performance in a study of more than 1,700 simulated stochastic employee scheduling problems.     

Equivalent Alternate Solutions for the Tour Scheduling Problem*

Achieving minimum staffing costs, maximum employee satisfaction with their assigned schedules, and acceptable levels of service are important but potentially conflicting objectives when scheduling service employees. Existing employee scheduling models, such as tour scheduling or general employee scheduling, address at most two of these criteria. This paper describes a heuristic to improve tour scheduling solutions provided by other procedures, and generate a set of equivalent cost feasible alternatives. These alternatives allow managers to identify solutions with attractive secondary characteristics, such as overall employee satisfaction with their assigned tours or consistent employee workloads and customer response times. Tests with both full-time and mixed work force problems reveal the method improves most nonoptimal initial heuristic solutions. Many of the alternatives generated had more even distributions of surplus staff than the initial solutions, yielding more consistent customer response times and employee workloads. The likelihood of satisfying employee scheduling preferences may also be increased since each alternative provides a different deployment of employees among the available schedules.     

An Integrated Decision Methodology for Designing and Operating an Air‐Express Courier's Distribution Network*

DHL, an international air‐express courier, has been operating in Hong Kong for many years. In 1998, the new international airport located at a site considerably distant from the old location opened in Hong Kong (HK). Other airport‐related infrastructure facilities have also been developed or are being developed, resulting in major changes in transport structure as well as a shift in customer demand. In this paper a multiyear distribution network is designed for DHL(HK) using an integrated network design methodology, which consists of a macro model and a micro model. The macro model, a mixed 0–1 LP, determines in an aggregate manner the least‐cost distribution network. The micro model, a simulation, evaluates the operational viability and efficacy of the network according to its service coverage and service reliability. We also illustrate how coverage and reliability can be improved via the integrated use of the two models. Extensive discussion on relevant planning and operational issues of an air‐express courier are included. The methodology has been successfully implemented at DHL(HK). It has been used to design the network, to test strategic decisions, and to update the network.     

A DISCRETE DYNAMIC OPTIMIZATION MODEL FOR MADE-TO-ORDER COST ANALYSIS

A model is presented that yields optimal production rates for a firm producing a contracted order. The model is unique in that it considers the influence of production rate and learning on total program cost. An application to the specific characteristics of two military production programs is presented. As demonstrated by the application, models of this type may be used as decision-making tools when negotiating the cost impact of contract modifications.     

IMPLICIT OPTIMAL AND HEURISTIC LABOR STAFFING IN A MULTIOBJECTIVE,MULTILOCATION ENVIRONMENT*

This paper presents a tractable set of integer programming models for the days-off scheduling of a mix of full- and part-time employees working α to β days/week (cycle) in a multiple-objective, multiple-location environment. Previous models were formulated to specifically schedule part-time employees working either two or three days per week. These models were intractable because they required complete employee schedule information. The new models are deemed implicit optimal since they are required to supply only essential information. While the number of variables in previous models is an exponential increasing function of β-α, the size of three of the new models is independent of α and β. The first three models developed here (as in [18]) deal with the trade-offs between idle time, the number of employees required to work at multiple “locations,” and the size of the total labor pool. The inherent flexibility of the implicit modeling approach is illustrated by the presentation of various modifications of the basic models. These modifications permit the use of preference weights on the number of employee work days/week (cycle) or the minimization of payroll costs where differential pay rates exist. These latter models may also be formulated such that idle time is ignored, constrained or minimized. The execution time for the implicit models (on a CDC CYBER 730 computer with commercially available software) averaged well under five seconds on 1200 trial problems for the type of application considered in [18]. A solution was obtained in less than 46 seconds of CPU time for a trial problem which would have required over 1.4 million integer variables with previous models. The availability of optimal solutions was invaluable in the development of two heuristics designed to deal with the trade-offs of [16]. In an experimental analysis a previous heuristic produced results which averaged from 74 to 508 percent above optimum across six experimental conditions. The comparable new heuristic produced results which averaged from 3 to 8 percent above optimum for the same experimental conditions. The paper concludes by developing a framework to integrate the results of this research with the tour scheduling problem and by identifying several other areas for related research.     

Acquisition and Disclosure of Operational Information*

We study a firm's strategy for acquisition and disclosure of operational information by establishing linkages among information quality, managerial self‐interest, and production planning. We develop a multistage model in which a manager of a publicly traded firm first receives private information about the product demand and then uses it to make production and disclosure decisions. We consider two prevalent disclosure models employed in the accounting literature: all‐or‐nothing and cheap‐talk models. In the all‐or‐nothing model, it is assumed that any disclosure must be truthful, but the manager can strategically withhold information. We show that the manager commits to acquire the value‐added operational information if (i) the managerial self‐interest in the interim share price is low or (ii) the managerial self‐interest in the interim share price is high, but the fixed disclosure cost is either sufficiently low or sufficiently high. We demonstrate that the firm is better off if the production level is observable to the financial market because multidimensional signaling reduces costs. In the cheap‐talk model, we assume that the manager's disclosure may not be truthful. We show that the manager's incentive to acquire value‐added operational information increases along with the penalty cost for misleading investors. Therefore, a high penalty cost for misleading investors can encourage the manager to obtain more precise information, which in turn improves the firm's cash flow.     

Improving the Utilization of Front-Line Service Delivery System Personnel*

There are two types of work typically performed in services which differ in the degree of control management has over when the work must be done. Serving customers, an activity that can occur only when customers are in the system is, by its nature, uncontrollable work. In contrast, the execution of controllable work does not require the presence of customers, and is work over which management has some degree of temporal control. This paper presents two integer programming models for optimally scheduling controllable work simultaneously with shifts. One model explicitly defines variables for the times at which controllable work may be started, while the other uses implicit modeling to reduce the number of variables. In an initial experiment of 864 test problems, the latter model yielded optimal solutions in approximately 81 percent of the time required by the former model. To evaluate the impact on customer service of having front-line employees perform controllable work, a second experiment was conducted simulating 5, 832 service delivery systems. The results show that controllable work offers a useful means of improving labor utilization. Perhaps more important, it was found that having front-line employees perform controllable work did not degrade the desired level of customer service.     

通过顾客关系服务化来强化顾客价值过程--顾客关系时代的营销新命题

本文建立在这样一个全新的观念基础之上,即营销资源和活动必须与企业所面临的目标顾客相互一致,同时,顾客价值不是由制造商或服务提供者创造的,而是由顾客在其价值创造过程中创造的.企业的资源、流程和能力并不是企业的生产(如产品)、管理(如网站)、财务(如结算)、法律(如顾客申述的处理)及其它活动过程的结果,而应当被视为顾客价值创造过程的投入要素.因此,供应商的作用是通过向顾客提供恰当的资源要素,如产品、服务、信息、服务补救、个性化关怀等来支持顾客价值创造过程,并与顾客资源形成互动,惟此,顾客才会感知到价值被创造出来.要以此方式运营,企业必须将自己看作是服务企业,而且真正地为顾客服务.为强化顾客价值的生成,企业必须将其客户关系中的所有要素"服务化"(Servicizing),无论是与制造或服务相关的,还是管理、财务或者法律等常规活动.这些常规活动通常属于"隐性服务"(HiddenService),它们在价值创造中的潜力没有得到应有重视.相反,这些要素对顾客价值的生成过程常常起到破坏而不是支撑作用."服务化"意味着要将所有与顾客关系相关的要素,不管它们的类型和特性如何,转化为顾客价值创造过程中的投入要素.最后,本文还探讨了在顾客关系管理时代,如何配置企业营销资源及营销规划等问题.