期刊
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH
卷 270, 期 2, 页码 586-598出版社
ELSEVIER
DOI: 10.1016/j.ejor.2018.03.035
关键词
OR in marketing; Pricing; Per-use rental services; Vertical differentiation; Ownership
资金
- National Natural Science Foundation of China (NSFC) [71520107002, 71501174, 71771072]
- Fundamental Research Funds for the Central Universities
An increasing number of firms are simultaneously offering consumers products for sale and for per-use rental services. Typically, the products offered in per-use rental services are different from those offered for sale. For example, automobiles offered in Daimler's Car2Go program are Smart cars, which have a smaller size than the typical automobiles sold to consumers. Such a difference, which is objectively measurable and captured by quality, is called a vertical differentiation. This study investigates the optimal pricing problem for per-use rental services and sales, and reveals how per-use rental services interplay with sales when vertical differentiation exists. The optimal solution is unique and determined by a model that uses a marginal renter and a marginal buyer as decision variables rather than the prices of per-use rental services and sales. The vertical differentiation significantly influences a firm's potential profitability. When the vertical differentiation falls into a certain interval, the potential profitability from per-use rental services is higher than that from sales, which explains why the per-use rental business model is increasing in popularity. Finally, the results show that offering products with a relatively high (low) quality in per-use rental services (sales) is highly profitable for product categories with a strong pooling effect or when there are high firm-side benefits from ownership. This finding enriches the existing literature by providing novel perspectives on ownership and the pooling effect, and these insights are illustrated through a numerical example. (C) 2018 Elsevier B.V. All rights reserved.
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