Revenue Management Under a Mixture of Independent Demand and Multinomial Logit Models

Discrete choice models have recently attracted significant attention to model demand in revenue-management applications, as they can capture the fact that if a product is unavailable, then some customers substitute for this product, whereas others leave the system without a purchase. Although a more sophisticated choice model may capture the choice process of the customers more faithfully, a simpler choice model may result in tractable optimization problems when finding the optimal assortment of products to offer or prices to charge. One approach for coming up with sophisticated choice models is to mix existing ones, where the different segments of customers choose under the different choice models in the mixture. In “Revenue Management Under a Mixture of Independent Demand and Multinomial Logit Models,” Cao, Rusmevichientong, and Topaloglu demonstrate that mixing the independent demand and multinomial logit models can significantly increase the modeling flexibility of each of these choice models, while keeping the corresponding operational assortment optimization problems tractable.