This study is arguing that management would benefit in pricing decision from simple rules of thumb more than from complicated models. These rules are easy to use and they provide management with useful support to move towards optimisation and to diminish gap between theory and practice. This...

This study is arguing that management would benefit in pricing decision from simple rules of thumb more than from complicated models. These rules are easy to use and they provide management with useful support to move towards optimisation and to diminish gap between theory and practice. This...

This paper develops a two-period game model of a supply chain consisting of one manufacturer and one retailer to investigate the pricing and effort investment decisions when customer satisfaction is considered. We assume that both players are risk averse and divide the retailer's effort into...