Detail publikace

The newsvendor problem with advertising: an overview with extensions

HRABEC, D. HAUGEN, K. POPELA, P.

Originální název

The newsvendor problem with advertising: an overview with extensions

Typ

článek v časopise ve Web of Science, Jimp

Jazyk

angličtina

Originální abstrakt

The original generalization of a newsvendor problem is formulated, its theoretical properties are studied, further analysed and illustrated by computational cases. The effect of advertising on sales has been the subject of recent studies as an important aspect in many demand-based problems. Herein, we deal with the newsvendor problem, due to its simple structure, as a suitable tool for illustrating how facets of marketing may affect decision-making concerning operational problems. In the setting presented, the newsvendor is faced with advertising-sensitive stochastic demand, where a demand-related random element comprises an advertising decision of the multiplicative or additive form. We assume that a suitable advertising strategy results in increased sales. Two advertising response functions are considered, these being concave downward and S-shaped. We review and extend the existing results relating to the newsvendor problem with marketing effects, which mostly pertain to the concave function. These are generalized by defining the S-shaped function, and some original insights into the effect of advertising are given. We establish that the optimal advertising expenditure for the multiplicative case is always less than or equal to the optimal amount in the equivalent deterministic model while it is always equal in the additive case. We finally illustrate the results that are obtained by providing numerical examples involving various advertising response functions, as well as management-related interpretations.

Klíčová slova

Newsvendor problem with advertising; Marketing and operation interface; Advertising response function; Stochastic optimization; Decision-making

Autoři

HRABEC, D.; HAUGEN, K.; POPELA, P.

Vydáno

1. 10. 2017

Nakladatel

SPRINGER HEIDELBERG

Místo

TIERGARTENSTRASSE 17, D-69121 HEIDELBERG, GERMANY

ISSN

1863-6683

Periodikum

Review of Managerial Science

Ročník

11

Číslo

4

Stát

Spolková republika Německo

Strany od

767

Strany do

787

Strany počet

21

URL

https://link.springer.com/article/10.1007/s11846-016-0204-1

BibTex

@article{BUT170196,
  author="Pavel {Popela} and Dušan {Hrabec} and Kjetil Kare {Haugen}",
  title="The newsvendor problem with advertising: an overview with extensions",
  journal="Review of Managerial Science",
  year="2017",
  volume="11",
  number="4",
  pages="767--787",
  doi="10.1007/s11846-016-0204-1",
  issn="1863-6683",
  url="https://link.springer.com/article/10.1007/s11846-016-0204-1"
}