MARK-OPT — A negotiating tool for manufacturers and retailers

M.G. Singh · Marcel L. Corstjens

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Supply Chain and Inventory Management Game Theory and Voting Systems Multi-Agent Systems and Negotiation

Abstract

Studies on parametric sensitivity and coalition forming in a marketing decision-support system are described. The case considered involves two manufacturers selling a product to two retailers. In addition, the system is extended to the case ofNmanufacturers andMretailers, and representative simulation studies are given for various combinations of manufacturers and retailers who may have multiple products. A brief description is given of the MARK-OPT negotiating programs.

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