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Consumer-Driven Demand and Operations Management Models : A Systematic Study of Information-Technology-Enabled Sales Mechanisms - Serguei Netessine

Consumer-Driven Demand and Operations Management Models

A Systematic Study of Information-Technology-Enabled Sales Mechanisms

By: Serguei Netessine, Christopher S. Tang

eText | 2 June 2009

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CONSUMER-DRIVEN DEMAND AND OPERATIONS MANAGEMENT MODELS has been developed by two of the leading researchers in the POM/Marketing interface. It is comprised of commissioned chapters by top research scholars in supply chain management, revenue management, and e-commerce among others, all of which are grounded in information technologies and consumer demand research. These demand functions that drive traditional retail sales are the well-defined functions of price and product attributes. However, the new sophisticated selling techniques such as mixed sales channels, portals, group buying, and auctions, each of which is enabled by information technologies, the Internet, or both are changing and expanding consumer-driven demand in many ways. To analyze and understand the demand in these new sales formats, considerable use is being made of recent Operations Management models of supply chain management, revenue management, service management, and e-commerce, etc.
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