We investigate the situation where a customer experiencing an inventory stockout at a retailer potentially leaves the firm's market. In classical inventory theory, a unit stockout penalty cost has been used as a surrogate to mimic the economic effect of such a departure; in this study, we...

Startup firms typically are small and by their nature their founders are required to make cross-functional decisions because disciplinary departments—for example, marketing and operations—simply do not exist as separate entities in their firms. Simultaneously considering marketing and...