ABSTRACT
In this chapter, we are looking for pricing in a multi-product supply chain including suppliers, producers, and customers based on the utility of the customers. First, by using cost functions that include fixed and variable costs of human resources, and transportation, inventory and production costs, we obtain the supply chain costs, and then we investigate customer willingness to pay for function as utility. Using the utility model, the pricing for products considering the risk of decision-making is investigated.
