Premium
A Framework for Estimating Benefits of Using Auctions in Revenue Management *
Author(s) -
Baker Tim,
Murthy Nagesh N.
Publication year - 2002
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.2002.tb01649.x
Subject(s) - common value auction , revenue management , revenue , yield management , computer science , business process management , variety (cybernetics) , surprise , microeconomics , economics , finance , operations management , artificial intelligence , work in process , psychology , social psychology , business process
We develop a stochastic model to explore the benefits of incorporating auctions in revenue management. To the best of our knowledge the extant literature on modeling in revenue management has not considered auctions. We consider three models, namely, a traditional fixed price (non‐auction) model, a pure auction model, and a hybrid auction model and evaluate their revenue performance under a variety of conditions. The hybrid approach outperforms the other two in all 24 scenarios and yields an average revenue increase of 16.1% over the next best. A surprise finding is that there is no significant difference between the performance of the fixed price and pure auction approaches. A sensitivity analysis reveals that the relative superiority of the hybrid revenue management strategy is reasonably robust.