A. Serdar Simsek
Pricing and Revenue Management, Business Analytics, Consumer Choice Models, Customized Pricing, Sustainable Operations, Supply Chain Networks and Coordination
I am an Instructor/Researcher in the School of Operations Research and Information Engineering of Cornell University since August 2013. I received my B.S. in Industrial Engineering from Bilkent University, Turkey in 2008
and my Ph.D. in Decision, Risk, and Operations from Columbia University, Graduate School of Business in 2013.
During my Ph.D. years, my research focused on empirically measuring the effectiveness of different pricing policies with a special interest in customized pricing with discretion setting. In this setting, corporate
headquarters set a list price for all products but local sales staff are given discretion to adjust (or negotiate) prices for
individual deals. This form of pricing is commonly found in most business-to-business markets and in certain business-to-consumer settings, including consumer lending, insurance, real estate, and automobile sales.
The first part of my dissertation –titled Pricing Decentralization in Customized Pricing Systems and Network Models and co-supervised by professors
Robert Phillips and Garrett van Ryzin–
focuses on the question of how much (if any) pricing discretion should be granted to local sales staff in the customized pricing with discretion setting. An article about the essence of this research,
titled “Dealing in Data”, can be found here. The second part of my dissertation is more theoretical and
focuses on the effects of decentralization on networks of perishable resources.
New directions for research:
I am still pursuing both lines of research in my thesis, since many interesting questions are yet to be answered in these areas.
In addition, I developed an interest in consumer choice models during my appointment in Cornell ORIE. Currently, I have been working on robust estimation methods for a relatively new choice model based on Markov Chains.
I have been conducting research in the sustainable operations area as well. In particular, I am working on the supply chain analysis of contract farming.
This emerging practice is used in several countries such as India and Brazil. It generates necessary guarantees to sustain the continued operations of very vulnerable suppliers (farmers) –a major socio-economic
goal for these countries– while better positioning the manufacturers to manage the aggregate supply risk.