Product Price, Quality and Service Decisions under Consumer Choice Models III: The Optimal Uniform Service Duration Is the Shortest or the LongestResearch Paper
Motivation
Firms that sell durable goods compete on price, on product quality and on the services bundled with the product: a factory warranty, free maintenance, technical support. Wang, Ke and Cui (SSRN 3766191; Manufacturing & Service Operations Management, 2022, doi:10.1287/msom.2020.0947) study the joint choice of all three when consumers choose among the firm's products according to a multinomial logit (MNL) model. Their first result (Theorem 1, the subject of mission I of this series) is that when each product may receive its own service duration, every optimal duration is the shortest or the longest allowed.
In practice many firms do not differentiate service across products: every Apple product, for example, comes with the same one-year factory warranty. The paper's Section 3 therefore studies a benchmark in which one uniform service duration is attached to all products, and compares it with differentiated service to measure the value of service differentiation. Theorem 3, the goal of this mission, says that the extreme-duration structure survives the uniformity constraint.
The pricing side builds on a line of work on multi-product pricing under logit demand. Hanson and Martin (1996) showed that the MNL profit is not jointly concave in prices; Li and Huh (2011) and Gallego and Wang (2014) showed that, nevertheless, optimal markups (price minus cost) are equal across the products of a firm under the MNL and nested logit models.
Setting
A firm sells products, . For product :
- is the consumers' sensitivity to quality, the utility of service per unit time;
- is the unit production cost at quality , with ;
- is the expected service cost per unit time, with base cost and a marginal effect of quality on service cost that may be positive, negative or zero.
The firm chooses prices , qualities and service durations . Under the MNL choice model (2) a consumer buys product with probability
the being the no-purchase option. With unit market size, the total expected profit (3) is
Service durations lie in an interval , the shortest and longest durations the firm may offer.
The uniform-duration problem (7) adds the constraint for all :
Formalization targets
Goal: Theorem 3 (p. 15)
Problem (7) has an optimal solution whose uniform duration is an endpoint. The goal says nothing about the optimal prices, qualities or profit value; those belong to the milestones.
Milestones (the paper's proof, pp. 29–30)
- (24). At a fixed uniform duration , the root of
is unique, and it is the optimal profit over prices and qualities, attained at , . 2. . is differentiable with . 3. The numerator. has nonnegative derivative. 4. Quasi-convexity. is quasi-convex in . 5. (25). The root equation is equivalent to with , so increases with . 6. Convexity of . is convex in .
Milestones 2–4 and 5–6 are the paper's two routes from (24) to Theorem 3. A further item states the universal reading of Theorem 3 (every optimal uniform duration is or ) under and the non-degeneracy assumption that some product has or .
Significance
Theorem 3 is the basis of the paper's Section 3. It shows that a firm restricted to one service policy should still go to an extreme, and it makes the uniform benchmark a comparison of two candidate durations. Comparing that benchmark with Theorem 1's differentiated optimum measures the value of service differentiation, which the paper reports numerically. Equation (24) also gives the optimal profit at every uniform duration as the root of a scalar equation, which is the form any sensitivity analysis in starts from.
On the formal side, the paper's results are proved on paper but, as far as is known, none is machine-checked. The mission requires formalizing the reduction of the joint MNL price–quality problem to a scalar fixed point (the equal-markup property of Li and Huh, extended to quality), an implicit-function derivative and a Cauchy–Schwarz step, or alternatively a convexity argument. The equal-markup reduction is shared with missions I and VI of this series.
Difficulty
The obvious argument fails at the first step: the MNL profit is not jointly concave in the price vector (Hanson and Martin 1996), let alone in prices, qualities and the duration together, so "maximize a concave function and check the endpoints" does not apply. The extreme-point structure holds only after prices and qualities have been optimized out, and that requires knowing the optimal profit at each exactly: as the root of (24), a fixed-point equation in which appears on both sides. The global optimality in (24) is itself the hard part, since a first-order condition alone does not give a global maximum of a non-concave function on .
Formalization scope
Conventions committed to in Lean:
- Products are
Fin N, 0-based; is allowed. The outside option is the constant in the MNL denominator, not a product. - Parameters , with only assumed; no sign on , and is allowed.
- Prices and qualities range over all of . The model's normalization (p. 8) is not imposed, matching the paper's derivation of by a first-order condition.
- A uniform duration is the constant vector
fun _ => t; the goal assumes . - "Optimal" means a global maximizer; existence of an optimum is part of the goal's conclusion.
- The goal is the existential reading of Theorem 3. The universal reading is false in the degenerate case , for all , where the optimal profit does not depend on , and is stated separately with that case excluded.
- The root is not a definition: milestones quantify over any function with for every , which (24) shows is unique.
These formalizations would trivialize the goal and are ruled out: a single product (then Theorem 3 is Theorem 1(a)); qualities fixed rather than chosen; a duration vector instead of one shared ; and an existential statement in which may be any point of .
The definitions needed are the MNL choice probability and profit, plus the scalar functions , and of the proof. Mathlib's QuasiconvexOn, ConvexOn, HasDerivAt and Finset.sum_mul_sq_le_sq_mul_sq cover the rest. A proof of (24), the global optimality of equal markups and per-product quality under MNL, would be reusable across the whole series. Contributions to any milestone are welcome.
Selected references
- R. Wang, C. Ke, S. Cui, Product Price, Quality and Service Decisions under Consumer Choice Models, Manufacturing & Service Operations Management, 2022; accepted manuscript SSRN 3766191. https://ssrn.com/abstract=3766191, https://doi.org/10.1287/msom.2020.0947
- H. Li, W. T. Huh, Pricing multiple products with the multinomial logit and nested logit models: concavity and implications, Manufacturing & Service Operations Management 13(4) 549–564, 2011. https://doi.org/10.1287/msom.1110.0344
- G. Gallego, R. Wang, Price optimization and competition for multi-products under the nested logit model with product-differentiated price coefficients, Operations Research 62(2) 450–461, 2014. https://doi.org/10.1287/opre.2013.1249
- W. Hanson, K. Martin, Optimizing multinomial logit profit functions, Management Science 42(7) 992–1003, 1996. https://doi.org/10.1287/mnsc.42.7.992
- D. McFadden, Conditional logit analysis of qualitative choice behavior, in Frontiers in Econometrics, Academic Press, 1974. https://eml.berkeley.edu/reprints/mcfadden/zarembka.pdf