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Cramer, Florian ; Fikar, Christian:
Decision support for product diffusion in retail : The impact of geospatial and temporal access.
2024
Veranstaltung: 33rd European Conference on Operational Research
, 30.06.-03.07.2024
, Kopenhagen.
(Veranstaltungsbeitrag: Kongress/Konferenz/Symposium/Tagung
,
Vortrag
)
Abstract
Despite the increasing recognition of local actors as pivotal agents for sustainability in food chains, numerous innovative products, particularly from startups, encounter dfficulties in reaching consumers. Offering such products can facilitate consumer interest and position retailers as enablers of sustainable food systems. However, listing a new product can not only bring competitive advantages but also lead to risks, e.g., due to potential losses if the product is rejected. Retailers often have to rely on intuition and estimate a product’s potential due to unknown rejection probabilities. This research delves into the early stages of product diffusion by examining theeffectiveness of traditional stationary brick-and-mortar stores in contrast to the agility
of mobile pop-up stores. Utilizing an agent-based simulation (ABS) model, we replicate the product di�usion process and employ a regression model to determine promising store locations. Through our investigation, we unveil how combining ABS and machine learning procedures can provide decision support for both retailers and MSMEs. For a limited number of stores, introducing a single mobile store can considerably
expedite product diffusion. Generally, using mobile stores
can enable a more pronounced market penetration, whereas stationary stores yield higher sales due to recurrent purchases. Furthermore, our findings show how the probability of rejection influences the shape of the product diffusion curve.
Weitere Angaben
| Publikationsform: | Veranstaltungsbeitrag (Vortrag) |
|---|---|
| Begutachteter Beitrag: | Nein |
| Keywords: | mobile retailing; product diffusion |
| Institutionen der Universität: | Fakultäten > Fakultät für Lebenswissenschaften: Lebensmittel, Ernährung und Gesundheit > Lehrstuhl Food Supply Chain Management Profilfelder > Emerging Fields > Innovation und Verbraucherschutz |
| Titel an der UBT entstanden: | Ja |
| Themengebiete aus DDC: | 300 Sozialwissenschaften > 330 Wirtschaft 300 Sozialwissenschaften > 380 Handel, Kommunikation, Verkehr |
| Eingestellt am: | 15 Jul 2024 09:07 |
| Letzte Änderung: | 15 Jul 2024 09:07 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/89942 |