소매상의 제한된 합리성이 반품가 결정에 미치는 영향에 대한 분석적 연구

초록

The purpose of this paper is to analyze supplier's optimal decision of the buyback price facing irrational retailers. It has been known that retailers show irrational ordering behaviors, such as pull-to-center effect. We model the retailer's pull-to-center behavior and derive the supplier's optimal buyback price considering the retailer's bounded rationality. The result shows that the supplier's profit can be significantly improved exploiting the retailer's irrationality in the ordering behavior.

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