Purpose: This paper focuses on the PC industry, analyzing a PC supply chain system composed of one large retailer and two manufacturers. The retailer informs the suppliers of the total order quantity, namely Q, based on demand forecast ahead of the selling season. The suppliers manufacture...

Ordinal preference measures have a number of advantages relative to cardinal measures in the estimation of individual level multi-attribute utility functions. This paper: (a) outlines a theoretical foundation for estimating a cardinal scaled utility function from ordinal preference data, in...

Marketers routinely make use of stated consumer preferences and the relative attribute importance weights implied by these preferences when making decisions on issues such as advertising messages and product design. Using this information as a basis for managerial decision-making is risky,...