Department of Economics and Business Economics

Integration of promotion and production decisions in sales and operations planning

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DOI

This paper presents a new modelling framework for developing a sales and operations plan that integrates promotion and production planning decisions. We adopt a rich demand function that captures the dynamics and heterogeneity of consumer response to price promotions by simulating purchase incidence, consumer choice and quantity decisions, as well as household’s inventory level. Our numerical study reveals interesting findings on the benefits of developing an integrated sales and operations plan as well as the optimal timing and number of promotions, and more importantly, how these findings are influenced by the mutual dependence of marketing- and production-related factors.

Original languageEnglish
JournalInternational Journal of Production Research
Volume56
Issue12
Pages (from-to)4186-4206
Number of pages21
ISSN0020-7543
DOIs
Publication statusPublished - 2018

    Research areas

  • COORDINATION, DEMAND, FRAMEWORK, INVENTORY CONTROL, MARKET, MODELS, SUPPLY CHAIN, SYSTEM, aggregate planning, forward buying, marketing-operations interface, production, promotion, sales and operations planning

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