Book Review: Consumer-Driven Demand and Operations Management Models

Consumer-Driven Demand and Operations Management Models


Consumer-Driven Demand and Operations Management Models

A Systematic Study of Information-Technology-Enabled Sales Mechanisms

Netessine, Serguei; Tang, Christopher S. (Eds.)


Available Formats:


(net) price for USA

ISBN 978-0-387-98018-8

The book under review is very well written with incredible informations about Operations Management and how big companies and the market works under these new concepts. The book is aimed to non-experts in the subject and I highly reccommend this book if you are interested in Operations Management Models. The book presents a diversified and several models which are adopted nowadays and the reading is very easy and enganging. Have a good reading!

Operations management is an area of management concerned with overseeing, designing, and controlling the process of production and redesigning business operations in the production ofgoods or services. It involves the responsibility of ensuring that business operations are efficient in terms of using as few resources as needed, and effective in terms of meeting customer requirements. It is concerned with managing the process that converts inputs (in the forms of materialslabor, and energy) into outputs (in the form of goods and/or services). The relationship of operations management to senior management in commercial contexts can be compared to the relationship of line officers to highest-level senior officers in military science. The highest-level officers shape the strategy and revise it over time, while the line officers make tactical decisions in support of carrying out the strategy. In business as in military affairs, the boundaries between levels are not always distinct; tactical information dynamically informs strategy, and individual people often move between roles over time.

Cinema queue. Operations Management studies both manufacturing and services

According to the U.S. Department of Education, operations management is the field concerned with managing and directing the physical and/or technical functions of a firm or organization, particularly those relating to development, production, and manufacturing. Operations management programs typically include instruction in principles of general management, manufacturingand production systems, factory management, equipment maintenance management, production control, industrial labor relations and skilled trades supervision, strategic manufacturing policy,systems analysisproductivity analysis and cost control, and materials planning.[1][2] Management, including operations management, is like engineering in that it blends art with applied science. People skills, creativity, rational analysis, and knowledge of technology are all required for success.

  • The editors and contributors are leading scholars in Operations Management modeling of consumer behavior
  • Presents cutting-edge research on rational/strategic consumer demand and how to effectively reach the consumer
  • Provides new OM models for mixed sales channels, portals, auctions, group buying, and automatic markdown pricing

The consumer demand functions that drive traditional retail sales are the well-defined functions of price and product attributes (e.g., quality, style trends, etc.). However, these new sophisticated selling techniques—examples are 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. The underlying pattern of demand created by these evolving mechanisms will be a marked departure from traditional factors driving consumer demand.  To analyze and understand rational and strategic consumer demand, the editors have divided the book into five discrete sections that first consider rational consumer behavior and the endogenous decision making mechanisms behind it.  They then present sections on organizational strategies, product strategies, operational strategies, and, finally, pricing strategies for managing rational/strategic consumer behavior.  Together, this handbook provides the state-of-the-art OM models that will help the reader to understand and effectively respond to increasingly rational purchasing behavior.



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.

Content Level » Professional/practitioner

Keywords » consumer demand – dynamic pricing – e-commerce – online retailing – operations management – rational purchasing behavior – revenue management

Related subjects » Business Information Systems – Database Management & Information Retrieval – Marketing – Operations Research & Decision Theory – Production & Logistics


From the reviews:

“This book introduces a variety of approaches and case analysis of revenue management and selling mechanisms at strategic organizational and operational level. … very well organized and the chapters are well written. … I liked this book because I found a lot of interesting new topics giving an extensive picture of the high dynamism of the strategic consumer behaviour … . a good value for money for researchers, practitioners involved in sales mechanisms and revenue management and for academic purposes … .” (G. Stecca, Journal of the Operational Research Society, Vol. 61 (12), 2010)


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