Seminar Nicole DeHoratius


12:00 - 13:00


Understanding the Behavioral Drivers of Execution Failures in Retail Supply Chains: An Experimental Study Using Virtual Reality

Prof. Nicole DeHoratius

Amsterdam Business Research Institute

Business and Organisation


ABRI would like to invite you to a lunch seminar by ABRI Visiting Professor at the Logistics & Operations Research track, Prof.  Nicole DeHoratius (University of Chicago, Booth School of Business) about “Understanding the Behavioral Drivers of Execution Failures in Retail Supply Chains: An Experimental Study Using Virtual Reality”.
The seminar will take place on Wednesday, January 17 between 12:00-13:00 in room 6A-37.
To register for this event, please send an e-mail to Niki Konijn ( latest on Monday, January 15, 2018.
ABRI is looking forward to seeing you there!
We conduct a real-effort experiment in an immersive virtual environment in order to quantify the role of product similarity in execution failures in a retail setting. In our experiments, subjects must identify and sort two types of products based on their observable characteristics. When the two products are very similar, performance is substantially lower (with both more sorting errors and more products left unsorted) than when the products are more dissimilar. Introducing a clear visual cue to distinguish the products improves execution when the products are dissimilar (by lowering sorting mistakes) and, even more so, when they are similar (both by reducing sorting mistakes and the number of products unsorted). In the latter case the average increase in overall performance is over 22 percentage points. Our results suggest that there may be important gains from taking ease of execution into account in the design of products, product packaging, and labeling.


Prof. Nicole DeHoratius is Adjunct Professor of Operations Management at the University of Chicago’s Booth School of Business (USA). She has published in leading journals such as Management Science, Harvard Business Review, and California Management Review. Nicole DeHoratius serves as the Past-President of the Production and Operations Management Society (POMS) College of Supply Chain Management and as an associate editor for MSOM and senior editor for POM. As a Visiting Professor, Nicole DeHoratius will conduct research on inventory record accuracy, and be involved in the organization of master classes on retail store operations and the development of research proposals. She will also be contributing to the industry research projects DINALOG and CATeLOG