MANAGING BUSINESS INTERFACES
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1 MANAGING BUSINESS INTERFACES
2 INTERNATIONAL SERIES IN QUANTITATIVE MARKETING Series Editor: Jehoshua Eliashberg The Wharton School University of Pennsylvania Philadelphia, Pennsylvania USA Other books in the series: Zaccour, G. Differential Games in Marketing Wind,Yoram (Jerry) and Green, Paul E. Marketing Research and Modeling: Progress and Prospects Erickson, Gary M.: Dynamic Models of Advertising Competition, 2 nd Ed Hanssens, D., Parsons, L., and Schultz, R.: Market Response Models: Econometric and Time Series Analysis, 2 nd Ed Mahajan, V., Muller, E. and Wind, Y.: New-Product Diffusion Models Wierenga, B. and van Bruggen, G.: Marketing Management Support Systems: Principles, Tools, and Implementation Leeflang, P., Wittink, D., Wedel, M. and Naert, P.: Building Models for Marketing Decisions Wedel, M. and Kamakura, W.G.: Market Segmentation, 2nd Ed Wedel, M. and Kamakura, W.G.: Market Segmentation Nguyen, D.: Marketing Decisions Under Uncertainty Laurent, G., Lilien, G.L., Pras, B.: Research Traditions in Marketing Erickson, G.: Dynamic Models of Advertising Competition McCann, J. and Gallagher, J.: Expert Systems for Scanner Data Environments Hanssens, D., Parsons, L., and Schultz, R.: Market Response Models: Econometric and Time Series Analysis Cooper, L. and Nakanishi, M.: Market Share Analysis
3 MANAGING BUSINESS INTERFACES Marketing and Engineering Issues in the Supply Chain and Internet Domains edited by Amiya K. Chakravarty A.B. Freeman School of Business Tulane University Jehoshua Eliashberg The Wharton School The University of Pennsylvania < j Springer
4 Library of Congress Cataloging-in-Publication Data Library of Congress Cataloging-in-Publication Data A CLP. Catalogue record for this book is available from the Library of Congress. ISBN (HC) ISBN X (SC) e-isbn Printed on acid-free paper First softcover printing, Springer Science+Business Media, Inc. All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, Inc., 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now know or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks and similar terms, even if the are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed in the United States of America SPIN springeronline. com
5 To my wife, Indira, my son, Deepak, and my daughter, Nisha, for their love, encouragement, and patience. Amiya To my wife, Tova, and my daughter, Keren, for their continuous love and support. Josh
6 CONTENTS PART I. NEW PRODUCTS AND EXISTING PRODUCT PORTFOLIO MANAGEMENT Chapter 1. Investment in Facility Flexibility for Early Market Entry under Competitive Uncertainty 3 richard m. franza and cheryl gaimon Chapter 2. Demand Modeling in Product Line Trimming: Substitutability and Variability 39 juin-kuan chong, teck-hua ho and christopher s. tang PART II. SUPPLY CHAIN COORDINATION Chapter 3. Coordinated Pricing and Production/Procurement Decision: A Review 65 candace a. yano and stephen m. gilbert Chapter 4. Contractual Relationships and Coordination in Distribution Channels 105 ganesh iyer and v. padmanabhan Chapter 5. Quantity Discounts for Supply Chain Coordination 133 s. chan choi, lei lei, and qiang wang PART III. INTERFACES IN THE INTERNET SPACE Chapter 6. Pricing Internet Service 175 richard steinberg Chapter 7. Usage Volume and Value Segmentation in Business Information Services 203 t.c.a. bashyam and uday s. karmarkar
7 viii Contents Chapter 8. Collaboration in E-Business: Technology and Strategy 227 amiya k. chakravarty PART IV. FIELD STUDIES AND REAL-WORLD EVIDENCE Chapter 9. Levers for Improving the NPD Time and Financial Performance 259 akhilesh bajaj, sunder kekre, and kannan srinivasan Chapter 10. Platform Products: Theory and Evidence from International Practice Linking Manufacturing, Marketing, and Product Design 277 k. ravi kumar and george c. hadjinicola Chapter 11. The Marketing-Manufacturing Interface: Strategic Issues 311 uday s. karmarkar and milind m. lele Index 329
8 INTRODUCTION TO MANAGING BUSINESS INTERFACES: MARKETING, ENGINEERING, AND MANUFACTURING PERSPECTIVES In the last two decades emerging business technologies have created new opportunities for enhancing both intra and inter organizational effectiveness. Companies are increasingly focusing on subsets of activities, while collaborating with partners in a supply or demand chain. Within an organization there is an increased emphasis on making different functional areas work together seamlessly. These developments have led to an increased emphasis on research and practice in business that integrate the functional areas within and between business entities. Such initiatives are now evident in developing new products, and managing the associated supply chains. For instance, product development teams, comprising experts from marketing, finance, engineering, and manufacturing, with different backgrounds and perspectives, must coordinate with one another to achieve common goals. Similarly, in a supply chain, independent companies must coordinate their manufacturing and distribution activities to minimize delays and waste in the system. The research community has recognized the importance of addressing these differing, and often conflicting, business perspectives. This has led to research streams that address issues characterizing the domain of business interfaces. These include: the benefits of coordination, new product development, product portfolio management, supply chain coordination, and partnerships and collaboration in the Internet space. This book provides state-of-the-art summary as well as new thoughts, in managing business interfaces. Through eleven invited chapters it brings together the latest developments in leading edge research related to new product development, supply chain
9 x Introduction to Managing Business Interfaces management, e-business operations, and field studies. The book is organized in to four parts, as follows: Part 1 New Products and Existing Product Portfolio Management includes two contributions. Chapter 1: Investment in Facility Flexibility for Early Market Entry under Competitive Uncertainty by Franza and Gaimon presents a model that provides insights into the ability of the firm to rapidly changeover its manufacturing facility from one high-volume product to the next generation. This time-based competitive strategy links operations and marketing aspects and it allows the firm to exit and enter new markets with new products effectively. An appropriate investment in the production facility is essential in situations when short product life cycles, product obsolescence, redundancy, and poor performance dictate strategic changes. This theme is also in Chapter 2: Demand Modeling in Product Line Trimming: Substitutability and Variability by Chong, Ho and Tang. Here, the authors, responding to the need to develop a formal product portfolio trimming procedure, present a model that explicitly captures the product substitution (i.e., redundancy) phenomenon. Such a procedure allows the firm to streamline its marketing, manufacturing, and logistics functions. Part 2 Supply Chain Coordination includes three chapters. Chapter 3: Coordinated Pricing and Production/Procurement Decision: A Review by Yano and Gilbert provides a review of the literature addressing coordination and simultaneous decision-making in the supply chain. In particular, the authors explore the benefits of coordination under situations such as demand smoothing, demand uncertainty, and set-up cost under different demand conditions. One scenario considered by the authors involves contractual arrangements such as quantity discounts that allow suppliers to extract more profits. These themes are discussed in more depth in the next two chapters. In Chapter 4: Contractual Relationships and Coordination in Distribution Channels by Iyer and Padmanabhan, the authors examine externalities and moral hazard issues characterizing supply chains consisting of an upstream firm that supplies a downstream intermediary which in turn supplies the final consumer. Chapter 5: Quantity Discounts for Supply Chain Coordination by Choi, Lei, and Wang focuses on models addressing supply chain coordination where quantity discount is employed in the transfer price as a mechanism for incentive compatibility. Quantity discount schedules based on transaction efficiency, demand elasticity as well as their combination are reviewed and discussed. Part 3 Interfaces in the Internet Space consists of three chapters. In Chapter 6: Pricing Internet Service Steinberg argues that if Internet Service Providers want to remain competitive, they need to set their prices carefully because pricing is increasingly seen by engineers as an essential tool for controlling network congestion. This defines an interface domain that links marketing and engineering. He then provides a review of pricing mechanisms such as smart market, Paris Metro pricing, Max-Min fairness, proportional fairness, CPE pricing, and the contract and balancing process. A related topic- usage volume and value segmentation-is analyzed in Chapter 7: Usage Volume and Value Segmentation in Business Information Services by Bashyam and Karmarkar. Here, the authors identify three options available for users of
10 Introduction to Managing Business Interfaces xi business information services: package, online (Internet), and self-service. They demonstrate that under certain costs conditions package and online services can co-exist. Under different costs conditions, however, the package service provider may be eliminated from the market. This part of the book concludes integratively with Chapter 8: Collaboration in E-Business: Technology and Strategy where Chakravarty provides a general framework for collaboration in the Internet space, among members of the supply chain. Activities involving collaboration with suppliers such as: information visibility, logistics management, production planning, product development, and resource sharing as well as activities involving collaboration with customers such as: revenue enhancement, demand management, order fulfillment, and customer acquisition are reviewed and discussed. The chapter focuses on how collaboration creates value, how online technologies facilitate collaboration, how can the firm invest in an optimal technology portfolio, and how the technology portfolio can be deployed. Part 4 Field Studies and Real-World Evidence consists of three chapters. In Chapter 9: Levers for Improving the NPD Time and Financial Performance Bajaj, Kekre, and Srinivasan discuss some key managerial drivers, which appear critical, in the design phase of new product development projects based on research conducted at an avionics and missile guidance manufacturer. The factors identified influence the financial performance and time-to-market metrics. These factors integrate concepts from marketing, operations, and engineering. Chapter 10: Platform Products: Theory and Evidence from International Practice Linking Manufacturing, Marketing, and Product Design by Kumar and Hadjinicola presents a model as well as various anecdotal evidences for a firm operating in two countries. The objective is to explore the impact of platform products on profitability. Marketing issues considered are: product positioning and pricing. Manufacturing issues considered are: factory location, inventory, economies of scale, levels of product attributes, and postponement. Chapter 11: The Marketing-Manufacturing Interface: Strategic Issues by Karmarkar and Lele provides an overview, in the context of real-world case examples, of problems that arise in situations where the need for coordination of the marketing and manufacturing functions is not explicitly recognized. Manufacturing issues that receive attention include: capacity deployment, inventory management, and location. Marketing issues covered include: pricing, promotion, forecasting and market intelligence. Amiya Chakravarty New Orleans, Louisiana Jehoshua Eliashberg Philadelphia, Pennsylvania
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