OM-Marketing Interface

Guest Editors: Teck H. Ho and Christopher S. Tang

Description: The internet has opened up a whole host of opportunities for sellers and buyers to experiment with different market institutions. Some industry observers believe that the future of business-to-business and business-to-customer e-commerce will be dominated by dynamic pricing mechanisms such as auctions. In addition, the successes of several online companies (e.g., Amazon.com and eBay.com) demonstrate investors' beliefs that these innovative market institutions will become more popular in the future. Thus the study of different internet market institutions is very timely and is of practical relevance.

Popular marketing mechanisms such as personalized promotion, personalized products, online auctions, automatic markdowns, etc., create new research opportunities because they change the ways customers normally shop and purchase products. Consequently, these mechanisms generate a demand pattern that is fundamentally different from that typically assumed in marketing and operations management literature. Also, as the demand pattern changes, firms must manage their supply operations effectively and efficiently in order to meet these new challenges.

The special issue on Marketing and Operations Management Interfaces and Coordination seeks to publish a set of research papers that examine the coordination between demand planning and supply planning when firms operate under new and innovative marketing mechanisms. Empirical, analytical and conceptual papers focusing on the theme of the special issue would be appropriate for this special issue.

Appropriate topics include but are not limited to:

• Supply chain management under new and innovative market mechanisms
• New and innovative pricing mechanisms enabled by internet
• Impact of personalized marketing mixed variables on operations planning
• Coordination of marketing and operations management for internet-based companies
• Behavioral issues relating to matching demand and supply
• Analytical and empirical comparisons of different internet-based market mechanisms

Review Process: Submitted articles will be reviewed by the guest editors, associate editors, and referees. Decisions regarding acceptance of articles will be made within 2 review cycles, where each review cycle will be within 4 months.

Deadline for submission: Please prepare an electronic copy of the article in PDF format that conforms to the POM format (http://www.poms.org/Journal.html) and submit the file to either guest editor of the special issue by September 30, 2007:


Teck H. Ho
William Halford Jr. Family Professor of
Marketing
Haas School of Business
University of California, Berkeley
Email: hoteck@haas.berkeley.edu
Christopher S. Tang
Edward W. Carter Professor of Business
Administration
UCLA Anderson School
University of California, Los Angeles
Email: chris.tang@anderson.ucla.edu