2024
DOI: 10.1051/ro/2024011
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Measuring sales resilience value: a new approach on discount pricing strategy to develop the sales promotion program

Ali Abdollahi,
Bakhtiar Ostadi,
Ehsan Nikbakhsh
et al.

Abstract: Economic shocks such as pandemics and natural disasters like floods and earthquakes can disrupt the market supply chain. In this study, we address the impact of both negative and positive market disruptions on product demand, and the subsequent need for adaptive strategies by marketing managers. We introduce a novel approach for measuring sales resilience value, which assists in selecting optimal discount pricing strategies during sales promotion programs. Our approach considers various states of demand disrup… Show more

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