Managing Product Rollovers
2010, Decision Sciences
Eylem Koca, Gilvan C. Souza, Cheryl Druehl
We study the product rollover strategy decision, where a firm decides whether to phase out an old generation of a product to be replaced by a new with either a dual or single roll. Our model considers a final build of the old product and preannouncement of the new, and incorporates dynamic pricing and inventory decisions. We find that the optimal price path closely follows changes in reservation price curves for the two products over time. We also identify the drivers of the rollover strategy decision, finding that lower market risk (faster diffusion, higher market responsiveness to preannouncements) and higher performance improvement for the new generation are associated with the single roll strategy.
Koca, Eylem, Gilvan C. Souza, and Cheryl Druehl (2010), “Managing Product Rollovers,” Decision Sciences, Vol. 41, No. 2, pp. 403-423.