Balugani, E., Coruzzolo, A. M., Lolli, F., Rekik, Y. and Syntetos, A.  ORCID: https://orcid.org/0000-0003-4639-0756
2026.
Multi-step newsvendors revisited: targeted marketing investment and informativeness.
International Journal of Production Research
, pp. 1-24.
10.1080/00207543.2026.2683882
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Official URL: https://doi.org/10.1080/00207543.2026.2683882
Abstract
We study a retailer of short-life products facing a season with two ordering opportunities. A planned targeted marketing campaign executed immediately before the second opportunity can reduce second-period demand variance. The retailer must decide whether to invest and how much to order in each period. We formulate the problem as a two–period newsvendor and solve it with dynamic programming. A scenario analysis shows that targeted variance reduction is effective unless the first order is substantially oversized or the campaign is very costly. We also provide a benchmark comparison (no–marketing), quantify miscommunication risks, and examine how the relative lengths of the two periods affect performance.
| Item Type: | Article |
|---|---|
| Date Type: | Publication |
| Status: | In Press |
| Schools: | Schools > Business (Including Economics) |
| Additional Information: | RRS applied. |
| Publisher: | Informa UK Limited |
| ISSN: | 0020-7543 |
| Date of First Compliant Deposit: | 23 June 2026 |
| Date of Acceptance: | 7 May 2026 |
| Last Modified: | 23 Jun 2026 09:30 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/187699 |
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