Supply Chain Coordination Under Channel Rebates with Sales Effort Effects IV: A Larger Return Credit Strictly Increases the Retailer's Sales EffortResearch Paper
Returns and the retailer's incentive for sales effort
A manufacturer that sells through a retailer can accept returns: it pays a return credit for every unit the retailer has not sold at the end of the season. Returns policies are common in publishing, software and computer hardware, and since Pasternack (Marketing Science, 1985) they have been studied as a way to make the retailer order more. Retailers also raise demand through sales effort: merchandising, shelf space, point-of-sale advertising. A recurring view in the marketing and operations literature is that returns weaken this incentive. Padmanabhan and Png (1995, p. 70) write that "by reducing the risk of losses due to excess inventory, a returns policy lessens some of the retailer's incentive to invest in such efforts", and Kandel (1996, p. 348) makes the same argument for consignment.
T. A. Taylor, Supply Chain Coordination Under Channel Rebates with Sales Effort Effects (Management Science 48(8), 2002), studies a newsvendor retailer who chooses an order quantity and a sales effort level before demand is observed. Its Proposition 4 shows that in this model the conventional view is reversed: a larger return credit makes the retailer exert strictly more effort. This mission formalizes that proposition and the solution of the retailer's problem it rests on.
Setting
Prices satisfy and (Assumption A1): is the retail price, the wholesale price, the manufacturing cost and the salvage value, which may be negative. A demand factor has a density with for every (Assumption A4), distribution function and partial mean .
The retailer chooses an effort level , and demand is . Effort costs , where is strictly convex and strictly increasing with (Assumption A5; the paper declares every convexity and monotonicity statement strict). Write .
Under a returns-only contract with , the retailer orders , exerts effort , and earns the expected profit
This is the integrated channel's profit with in place of and in place of . An optimal pair is a maximizer of over , . The paper's is the effort of such a pair, and is the critical fractile .
Formalization targets
Goal: Proposition 4 (p. 1004)
If , is an optimal pair under the credit , is an optimal pair under , and , then
The paper writes this as . Its proof shows strict monotonicity, and that is the statement here.
Milestone 1: the order for a given effort (§4.2, p. 1000)
For a fixed , the unique maximizer of over is , and
Milestone 2: the optimal effort (§4.2, p. 1000)
An optimal pair with satisfies
and conversely every solving this first-order condition gives the optimal pair .
Significance
The result. Proposition 4 separates two effects of a return credit. For a fixed order quantity, a larger credit lowers the marginal value of effort: it pays the retailer for unsold units, and effort only matters through sold units. This is the fixed-quantity comparison on which the conventional view rests; Cachon's survey states it for buy-backs as Eq. (19) (on Prove2Me as CachonCoord.EffortNewsvendor.sec_6_4_1_effort_coordination, clause 1). Once the order quantity is chosen together with the effort, the larger credit raises the order, and the effort follows. For the multiplicative demand model the net effect is unambiguous for every demand density and every convex effort cost. A manufacturer that wants more retailer effort can therefore use the return credit as a lever, and a model that ignores the quantity response gets the sign wrong.
Formalizing it. The result is proved in the paper, in a four-line appendix argument that relies on the §4.2 solution of the retailer's problem; neither is machine-checked anywhere. The mission produces a checked newsvendor-with-effort solution (the scaling and the profit ), which the other missions of this series and any multiplicative-effort supply-chain model can reuse, and a checked statement of the comparative statics in the return credit.
Difficulty
The obvious argument differentiates the retailer's first-order condition in with the order held fixed, and it gives the wrong sign; the order quantity must be re-optimized. The correct comparison runs through the reduced problem in the effort alone, and it needs the §4.2 solution in full: the scaling of the optimal order with the effort, which turns and into newsvendor expectations of at ; the value of the optimal order as a function of ; and the first-order characterization of the optimal effort. The comparison across credits then involves two objects: the function , and the retailer's reduced profits under the two credits at a common effort level. The statement compares maximizers of two different optimization problems, not roots of an equation, so a formal proof must connect optimality of the pair to the first-order condition, which uses the strict convexity of and the positivity of the density.
Formalization scope
Everything lives in the namespace ChannelRebate.ReturnsEffort. The definitions file holds:
Demand: a measurable density , zero on , positive on , integrating to , with finite mean;- the law of ;
- and as interval integrals;
EffortCost: A5 with strict convexity and strict monotonicity on and ;- ;
- the retailer's profit
returnsProfit; - optimal orders and optimal pairs as maximizers over (and ).
The expectations are the published CachonCoord.Newsvendor.expSales and expLeftover applied to the law of (the image of the law of under ).
The formalization makes the following commitments, each recorded on its item:
- is never an inverse function: is a positive solution of .
- The paper writes without stating that is differentiable. Differentiability on , with derivative , is a hypothesis.
- The paper restricts attention to strictly positive effort (p. 1000). The goal therefore assumes ; without it both optimal efforts could be when is large, and the strict inequality would fail.
- Existence of optimal pairs is a hypothesis, as on p. 999 ("assume the cost of effort function and demand distribution are chosen such that the existence of an optimal solution is assured").
- The credit satisfies strictly; at the critical fractile is undefined.
The goal is about optimal pairs of the joint problem. Defining as the root of the first-order condition, or fixing the order quantity and varying , would give a different and, in the second case, false statement; neither is the target.
Contributions are welcome:
- a proof of the scaling identity ;
- a proof of the newsvendor value identity at the critical fractile, reusable for any newsvendor with a density;
- proofs of the two milestones;
- the goal theorem.
The two facts the paper's proof uses — that is strictly increasing on , and that the retailer's reduced profit at a fixed effort increases with the credit — may be posted as supporting theorems.
Selected references
- T. A. Taylor, Supply Chain Coordination Under Channel Rebates with Sales Effort Effects, Management Science 48(8):992–1007, 2002. https://doi.org/10.1287/mnsc.48.8.992.168
- B. A. Pasternack, Optimal Pricing and Return Policies for Perishable Commodities, Marketing Science 4(2):166–176, 1985. https://doi.org/10.1287/mksc.4.2.166
- V. Padmanabhan, I. P. L. Png, Returns Policies: Make Money by Making Good, Sloan Management Review 37(1):65–72, 1995.
- E. Kandel, The Right to Return, Journal of Law and Economics 39(1):329–356, 1996. https://doi.org/10.1086/467352
- G. P. Cachon, Supply Chain Coordination with Contracts, in Handbooks in OR & MS 11, Elsevier, 2003, §6.4.1. https://doi.org/10.1016/S0927-0507(03)11006-7