A. Serdar Simsek
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A. Serdar Simsek |
Research Interests
Empirical Pricing and Revenue Management, Operations/Marketing Interface, Business Analytics, Customized Pricing, Consumer Choice Models, Demand Estimation, Network Pricing, Supply Chain Networks
About
My research focuses on empirically measuring the effectiveness of different pricing policies with a special interest in list pricing with discretion (LPD) settings. In the LPD 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 –“Price Delegation, Price Response Estimation and Vertical Network Competition”–, 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 LPD setting.
The second part of my dissertation is more theoretical and
focuses on the effects of decentralization on networks of perishable resources. While our model is developed
in the context of airline pricing, it is directly applicable to any service network, such as freight transportation,
pipelines and toll roads, as well as to more general supply chain networks.