A build-to-order product gives the firm the opportunity to customize the product to the requirement of the customers. The firm will see an increase in demand, but face some operational difficulties. One of these is related to the return policy which is now a recognized tool to win customer orders. This is even more true for increasingly popular Internet sales where the opportunity to physically examine the product is absent. A tremendous advantage can be gained by the Internet firm if it could offer a return policy for BTO products. We propose the use of modularity in the product design as a solution to this problem. From manufacturer's point of view, following a policy of modularization and offering a generous return policy would increase revenue, but also increase the cost due to increased likelihood of return and increased cost of design. We develop a profit maximization model to jointly obtain optimal polices for return policy and modularity level in terms of certain market reaction parameters. We obtain a number of managerial guidelines for using marketing and operational strategy variables to influence those reaction parameters so as to obtain the maximum benefit from the market. #
T he mixed-channel model is becoming increasingly popular in the marketplace. In this model, a firm selling through the traditional supply chain of wholesaler and retailer opens a direct channel to the customer through Internet sales. Because both channels have their respective advantages, the manufacturer is attracted to this business model. However, it also leads to channel conflict, with the retailer feeling threatened by direct competition. One way of eliminating the possibility of this channel conflict, where the retailer is allowed to add value to the product to differentiate its offering to the customers, is proposed in this paper. The retailer is also given full authority to make pricing decisions. This paper presents a model, under this scenario, of obtaining optimum pricing decisions by both parties, the amount of value added by the retailer, and the manufacturer's wholesale price to the retailer. Our model incorporates information asymmetry, where the manufacturer has incomplete information about the retailer's cost of adding value. We obtain closed-form contracts with incomplete information and compare them with those with complete channel coordination. We also develop a number of managerial guidelines and identify future research topics.
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