This paper demonstrates that an important role of intermediaries in supply
chains is to reduce the financial risk faced by retailers. It is well known
that risk averse retailers when faced by the classical single-period inven
tory (newsvendor) problem will order less than the expected value maximizin
g (newsboy) quantity. We show that in such situations a risk neutral distri
butor can offer a menu of mutually beneficial contracts to the retailers. W
e show that a menu can be designed to simultaneously: (i) induce every risk
averse retailer to select a unique contract from it; (ii) maximize the dis
tributor's expected profit; and (iii) raise the order quantity of the retai
lers to the expected value maximizing quantity. Thus inefficiency created d
ue to risk aversion on part of the retailers can be avoided. We also invest
igate the influence of product/market characteristics on the offered menu o
f contracts.