Coordination of marketing and production for price and leadtime decisions

We study a firm which serves customers that are sensitive to quoted price and leadtime, with pricing and leadtime decisions being made by the marketing and production departments, respectively. We analyze the inefficiencies created by the decentralization of the price and leadtime decisions. In the decentralized setting, the total demand generated is larger, leadtimes are longer, quoted prices are lower, and the firm's profits are lower as compared to the centralized setting. We show that coordination can be achieved using a transfer price contract with bonus payments. We also provide insights on the sensitivity of the optimal decisions with respect to market characteristics, sequence of decisions and the firm's capacity level. Keywords: Leadtime, pricing, marketing/production coordination
1. Introduction In many firms, manufacturing is evaluated as a cost center that seeks lower costs and operational efficiency, while marketing is evaluated as a revenue center with control over [...]