Tedarik zinciri kesintilerinde dinamik fiyatlama stratejisinin etkinliği

Yıkıcı olayların gerçek hayat tedarik zincirleri üzerindeki etkileri son on yılda araştırmacıların dikkatini tedarik zinciri kesintileri üzerine çekmiştir. İlgili yazında kesintilerin etkilerini azaltmayı amaçlayan birçok strateji geliştirilmiş ve analiz edilmiştir. Ancak, fiyatlandırma stratejilerinin kesintiler altındaki etkinliğini gerçek tedarik zincirleri üzerinde analiz eden herhangi bir çalışma bildiğimiz kadarıyla bulunmamaktadır. Bu kapsamda, kesintilerden kaynaklanan stok açlığı riskini azaltmak için bir dinamik fiyatlandırma yaklaşımı geliştirilmiştir. Önerilen yaklaşımın arkasındaki mantık, müşteri talebini az bulunan bir üründen ikame bir ürüne yönlendirmektir. Önerilen yaklaşım bir perakende tedarik zincirine uygulanmıştır. Hesaplamalı sonuçlar, dinamik fiyatlandırma politikasının kesintilerin varlığındaki etkinliğini ortaya koymuştur

Effectiveness of dynamic pricing strategy in presence of supply chain disruptions

The severe impacts of disruptive events on real-world supply chainshave attracted the researcher’s attention on supply chain disruptions inthe last decade. In the related literature, several strategies aimed atreducing the impact of disruptions have developed and analyzed.However, there exists no study which analyzes the effectiveness ofpricing strategies in presence of disruptions on real-world supply chainsto the best of our knowledge. Within this scope, a dynamic pricingapproach is developed to mitigate stock-out risks aroused fromdisruptions. The rationale behind the proposed approach is to channelcustomer demand from a scarce product to a substitute product. Theproposed approach is implemented in a retail supply chain. Thecomputational results confirm the effectiveness of the dynamic pricingpolicy in the presence of disruptions.

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