Liberal Returns Policy: Communication and Performance of the Marketing Channel

スポンサーリンク

概要

• 論文の詳細を見る

• The performance of a marketing channel depends on its information structure. It is high when both manufacturer and retailers have accurate information about demand conditions. Accordingly, in the case where only the manufacturer has such information, it has an incentive to transmit its information to the retailers. In the outright sales contracts (spot-market transactions), the manufacturer overstates demand conditions to encourage large orders by the retailers and thus earn a large profit. Hence, the retailers do not believe the transmitted information. However, in the case in which the manufacturer has to accept any unsold goods, it does not have any incentives to pass on misleading information. Therefore, the retailers believe the transmitted information. In this sense, the liberal returns policy is the basis for efficient communication in the channel.

• 京都大学大学院経済学研究科の論文

著者

• Nariu Tatsuhiko

  Faculty of Economics, Kyoto University

• Ishigaki Tomonori

  College of Economics, Osaka Prefecture University

関連論文

• Liberal Returns Policy: Communication and Performance of the Marketing Channel

スポンサーリンク