Strategic Wholesale Pricing for an Incumbent Supplier Facing with a Competitive Counterpart

• Main Author: Jianwu Sun
• Format: Article
• Language: English
• Published: Hindawi Limited 2014-01-01
• Series: The Scientific World Journal
• Online Access: http://dx.doi.org/10.1155/2014/604634

We introduce a wholesale pricing strategy for an incumbent supplier facing with a competitive counterpart. We propose a profit function which considers both the present loss and future loss from a wholesale price and then study the optimal wholesale prices for different objectives about this profit function for the incumbent supplier. First, we achieve an optimal wholesale price for the incumbent supplier to maximize his expected profit. Then, to reduce the risk originating from the fluctuation in the competitive supplier’s wholesale price, we integrate the conditional value-at-risk (CVaR) measure in financial risk management into this study and derive an optimal wholesale price to maximize CVaR about profit for the incumbent supplier. Besides, the properties of the two optimal wholesale prices are discussed. Finally, some management insights are suggested for the incumbent supplier in a competitive setting.