A food retailing firm operates in a complex situation where its economic result is influenced by a large number of variables: own marketing variables, characteristics of customers and area of location and the nature of competition. This paper demonstrates how all these influences can be integrated into a model and how this model subsequently can be used to find the optimal policy of the retailing firm under various conditions. The specific application in the paper is home delivery milk retailing in the Netherlands.

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doi.org/10.1093/erae/4.3.245, hdl.handle.net/1765/12560
ERIM Article Series (EAS)
European Review of Agricultural Economics
Erasmus Research Institute of Management

Wierenga, B., & van Tilburg, A. (1977). Determining the optimal policy for a home delivery milk retailing: A simulation approach. European Review of Agricultural Economics, 4, 245–270. doi:10.1093/erae/4.3.245