Vithala R. Rao

Cornell University

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Paul E. Green

University of Michigan–Ann Arbor

Wayne S. DeSarbo

Pennsylvania State University

Edward W. McLaughlin

Cornell University

Joel H. Steckel

New York University

K. Sudhir

Yale University

Hwang Kim

Chung-Ang University

Jaihak Chung

Sogang University

Miguel I. Gómez

Cornell University

Henrik Sattler

Universität Hamburg

Seongsoo Jang

Cardiff University

Cooperative Institutions

Cornell University

University of Pennsylvania

Massachusetts Institute of Technology

College of Business Administration

New York University

California University of Pennsylvania

University of Michigan–Ann Arbor

SC Johnson (United States)

The University of Texas at Austin

Pennsylvania State University

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Trade Promotion Decisions Under Demand Uncertainty: A Market Experiment Approach

Management Science (2013)

Hong Yuan Miguel I. Gómez Vithala R. Rao

In this paper, we examine trade promotion decisions in manufacturer–retailer channels where retailers face consumer demand uncertainty. We first present the theoretical analysis for two types of markets where trade promotion discounts are offered either as off-invoices or as scan-backs. We derive propositions by comparing wholesale and retail prices, retailer order quantities, and profits given the same trade promotion discount. Next, we extend the basic model so that the amount of trade promotion discount influences market expansion and solve for the optimal discount level. To test our theory, we then employ market experiments where we manipulate demand uncertainty and market expansion. Consistent with our theoretical predictions, we find that wholesale and retail prices are higher and retailer order quantities lower when the same amount of trade promotion discount is allocated to scan-backs versus off-invoices. In the market expansion condition, we find that manufacturers offer deeper discounts when trade promotions are allocated to off-invoices versus scan-backs. Overall, our research suggests that market experiments can shed light on trade promotion outcomes for which industry data are sparse or nonexistent. This paper was accepted by Teck Ho, behavioral economics.

Promotion (chess)

Trade promotion

Consumer Demand

10.1287/mnsc.1120.1652

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Citations (21)

Some Major Contributions in Product Management: A Comparative Review

Journal of Marketing (1981)

Vithala R. Rao Edgar A. Pessemier Glen L. Urban John R. Hauser Yoram Wind

10.2307/1251555

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Citations (1)

The Strategic Role of Supermarket Buyer Intermediaries in New Product Selection: Implications for Systemwide Efficiency

American Journal of Agricultural Economics (1990)

Edward W. McLaughlin Vithala R. Rao

Abstract Based on logistic regression models that describe the accept/reject decisions of supermarket buyers for new products and market performance of accepted products, the implications for systemwide efficiency of decision making by channel intermediaries are analyzed. The statistical models perform very well. The results point to areas where systemwide performance may be enhanced regarding the allocation of new product development resources. For example, the system may be potentially more efficient if manufacturers reallocate the promotional allowances directed to the retail trade. Better prediction by retail buyers of ultimate product preference by their consumers is likely to increase both firm and system efficiency.

Intermediary

10.2307/1242339

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Citations (36)

Equilibrium pricing and advertising strategies for nondurable experience products in a dynamic duopoly

Managerial and Decision Economics (1993)

Pradeep K. Chintagunta Vithala R. Rao Naufel J. Vilcassim

Abstract The quality of many consumer nondurable goods or services is sufficiently complex or obscure that consumers cannot completely verify the true quality in a single usage. For such ‘experience’ products or services, the accumulated consumer consumption experience of a brand is an important determinant of its sales or market share. The market share of a brand is in turn directly influenced by its own and the competitive price and advertising strategies, given the different levels of quality (among other factors). In this paper, we investigate the impact of the aggregate consumption experience on the firm's dynamic pricing and advertising strategies by developing a formal game‐theoretic model of a dynamic duopoly. The model of competition does not yield explicit closed‐form expressions for the dynamic price and advertising paths of the two firms. Hence, we simulate the equilibrium paths using a discrete‐time algorithm. Our simulation results provide interesting insights into the dynamic equilibrium price and advertising paths, under a variety of realistic competitive scenarios.

Duopoly

Dynamic Pricing

Consumption

Markov perfect equilibrium

Market share

10.1002/mde.4090140303

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Citations (25)

Conjoint Measurement- for Quantifying Judgmental Data

Journal of Marketing Research (1971)

Paul E. Green Vithala R. Rao

Conjoint measurement is a new development in mathematical psychology that can be used to measure the joint effects of a set of independent variables on the ordering of a dependent variable. In this (primarily expository) article, the techniques are applied to illustrative problems in marketing. In addition, a number of possible areas of application to marketing research are discussed, as well as some of the methodology's limitations.

Conjoint Analysis

10.1177/002224377100800312

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Citations (1,134)

Dynamic Models for Sales Promotion Policies

Operational Research Quarterly (1970-1977) (1973)

Vithala R. Rao Thomas Lenoir

Promotion (chess)

10.2307/3008124

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Methods for Handling Massive Numbers of Attributes in Conjoint Analysis

Review of marketing research (2009)

Vithala R. Rao Benjamin Kartono Su Meng

Conjoint analysis is arguably the most versatile method in marketing research. As the method has been employed in practice, one serious problem has been finding ways to deal with the massive (large) numbers of attributes in conjoint analysis studies. This chapter provides a review of thirteen methods that have been applied in various contexts. We also offer our subjective assessment of the advantages and disadvantages of these methods. We find that three methods (self-explicated method, partial profiles method, and upgrading method) seem to stand out. In concluding, we offer some directions for future research.

Conjoint Analysis

10.1108/s1548-6435(2008)0000005009

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Citations (9)

Resources for Research and Pedagogy on New Product Development Processes

Journal of Marketing Research (1997)

Vithala R. Rao

The author's purpose is to review various recent sources available for teaching and research on new product development (NPD) processes and identify some research and writing opportunities. For the educator, he identifies various sources to consult while designing a course on NPD, and for the researcher, he identifies emerging themes in the broad area of NPD. He focus on selected books and monographs in this area.

10.1177/002224379703400116

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Citations (15)

Deriving Joint Space Positioning Maps from Consumer Preference Ratings

SSRN Electronic Journal (2011)

Wayne S. DeSarbo Joonwook Park Vithala R. Rao

Source

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Citations (1)

A Search For Models of Consumers Union's Brand Evaluation: a Multidimensional Approach

ACR Special Volumes (1971)

Vithala R. Rao G. David Hughes

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