THE ROLE OF QUICK RESPONSE IN CROWDSOURCING COMPANIES FACING STRATEGIC CONSUMERS
Influenced by the recent success of Threadless, “community design strategy is increasingly adopted in fashion and packaging industries. Under this strategy, a company asks consumers to contribute to product value via an online platform. This study identifies a drawback of community design and provides a solution. We develop models to compare the performance under this strategy with an “enhanced design firm, which achieves design enhancement by the company’s own effort. We find that, when strategic customer behaviour and demand uncertainty are significant, community design may underperform enhanced design. Then, we find that quick response significantly complements community design, and their compound strategy performs very well under uncertain demand and strategic customer behaviour. This complementarity is more announced than that between quick response and enhanced design. These results suggest that quick response is critical to the success of community design companies.
Supply Chain Management Game Theory Inventory Open Innovation Strategic Consumer Behaviour
Fachen Wei Wei Wei
School of Humanity and Social Sciences, Beijing Jiaotong University, Beijing, China School of Economics and Management, Tsinghua University, Beijing, China
国际会议
北京
英文
281-288
2011-06-08（万方平台首次上网日期，不代表论文的发表时间）