AN ANALYSIS OF THE ROLE OF UNCERTAINTY IN THE MARKETING OF PERISHABLE PRODUCTS
分析了易腐产品生产者在营销中面临的需求和运输服务两种不确定性，并指出两者负相关会增加生产者成本，甚至逆转供给对市场变化的反应。
This paper analyses the problem of marketing uncertainty for producers of perishable products. It argues that there are two main features to this marketing uncertainty: uncertainty of demand at the market price due to quality considerations; and uncertainty of transport services associated with the independence and cost of such services. Moreover a negative correlation between the uncertainties of demand and transport services may be shown theoretically to be an additional cost for producers, and as such may be sufficient to create a reversal of supply response to a given change in market conditions.