Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2022.2147563
Pricing strategy of innovative product in supply chain considering anticipated regret
Nian Zhang
Qi Tian
Bin Lin
Jin Liu
Sažetak
Product innovation is a significant marketing strategy for enterprises
to attract customers. However, innovative products may
not meet consumers’ expectations, where consumers would
regret and return after purchasing the products. Firstly, a
Stackelberg game is constructed in this paper model under different
supply chain power structures. And then, the impact of consumers’
anticipated regret and innovation attributes are discussed
on the equilibrium results and supply chain profit through theoretical
comparison and numerical simulation. The results show
that: (1) Sales enterprise can adopt the strategy of pricing penetration
to promote the demand and avoid selling risk. (2)
Enterprise can provide customers with high value-added services
to increase profit. (3) Manufacturing enterprise can adopt the
additive value strategy to promote consumption and gain extra
profit. The conclusion can provide reference opinions for enterprises’
innovation and pricing decision-making. However, the different
regret coefficients for innovative products and current
products are not considered in this paper. Further the situation is
considered in which consumers purchase current product, discount
product and innovative product.
Ključne riječi
Innovative supply chain; anticipated regret; power structure; pricing strategy
Hrčak ID:
306813
URI
Datum izdavanja:
30.4.2023.
Posjeta: 169 *