Valuable strategy and firm performance in the O2O competition

When the manufacturer opens an online channel to compete with its traditional retailer, what valuable strategy can be utilized to alleviate the O2O (online to offline) competition and conflict and improve the performances of all channel members? Our research addresses this important question by initiating an innovative strategy considering the retailer's sales effort and the manufacturer's support in local advertising simultaneously in a manufacturer – retailer O2O supply chain. Our results show that although the retailer's sales effort helps improve the channel coordination and leads to a win-win solution for both the manufacturer and the retailer, investing in both the retailer's sales effort and manufacturer's support in local advertising is a more effective strategy to be employed to coordinate the O2O distribution and achieve higher profits for all parties in the manufacturer - retailer supply chain. In addition, our results also show that compared to the simultaneous mode, the Stackelberg leader-follower mode provides no competitive advantage to the manufacturer or the retailer when the retailer's sales effort and manufacturer's support in local advertising strategy is implemented to coordinate the O2O distributions.     

分散决策下的双渠道供应链补偿策略——基于消费者渠道选择行为

为了有效解决由于对消费者的争夺从而引发的渠道之间关于定价、服务水平、利润等方面的冲突,基于消费者渠道选择行为,构建了网络直销市场与传统零售市场需求模型和双渠道供应链利润模型,运用Stackelberg模型,在制造商与零售商实施分决策时,通过制造商对零售商实施补偿激励前后的对比,分析了消费者渠道选择行为对网络直销渠道和传统零售渠道定价、制造商与零售商利润以及供应链总利润的影响,并求得最优定价及制造商的最优补偿额度和零售商的最优销售努力水平,进行了不同情况下的双渠道供应链利润的比较分析。结果表明,无论制造商是否实施补偿激励,都应随着网络消费者比例的增加而增加其网络直销价格;零售商的零售渠道价格应根据网络消费者比例的增加先降低到一定水平后再提升。当更多的消费者选择网络直销渠道时,制造商的补偿激励水平和零售商的销售努力程度均会下降。制造商应提高其补偿水平,进而激发零售商提高销售的努力水平,并使双方利润及供应链总利润最大化。研究结果为基于消费者选择行为的供应链补偿研究提供了新方法,对双渠道的供应链补偿研究有借鉴意义。     

Manufacturer's retailer dependence: A private branding perspective

With the recent increase in the power of major retailers through consolidations, the world of brands has divided in two categories: national brands belonging to manufacturers and private brands belonging to retailers. While national brands are well studied in the literature, there is a dearth of studies on private brand phenomenon particularly from a manufacturer's point of view as opposed to that of retailers and consumers. To address this gap, we explore the antecedents and consequences of a manufacturer's private brand retailer dependence with a focus on the manufacturer's relationship with retailers. Drawing on the Resource Dependence Theory and Transaction Cost Economics, we examine various products and market characteristics as potential antecedents of a manufacturer's private brand retailer dependence while adopting private brand sales growth and returns from private brand production as outcomes using a sample of 153 South Korean manufacturers currently involved in private brand production. The results show that the private brand retailer dependence of a manufacturer leads to private brand sales growth directly and returns from private brand production indirectly through private brand sales growth, and has a negative effect on return from private brand production directly. Furthermore, product characteristics, such as product innovativeness through collaboration with retailers and search goods, and market characteristics, such as high retailer power and knowledge specificity of a retailer, increase a manufacturer's private brand retailer dependence and, therefore, private brand sales growth. The theoretical and managerial implications of the findings are discussed at the end.     

Customer and retailer rebates under risk aversion

In a supply chain setting, we analyze a manufacturer's customer and retailer rebates, which are sales incentives offered to the end buyers and retailers, respectively. The performance of both rebates is influenced by the retailer's objective and response to the promotion due to his intermediary position in the channel. Earlier studies investigating rebates in distribution channels have traditionally assumed that the retailer is risk neutral with the objective of maximizing expected profits. In our paper, we consider a risk-averse retailer. We formally model risk aversion by adopting the Conditional-Value-at-Risk (CVaR) decision criterion. Using a stochastic and (effective) price dependent demand, we analyze the manufacturer's rebate amount decisions and the retailer's joint inventory and pricing decisions in a game theoretical framework. We provide several structural properties of the objective functions and show monotonicity of the retailer's decisions in the degree of risk aversion. For the case of retailer rebates, we characterize the unique equilibrium, and for the case of customer rebates, we prove the existence of an equilibrium. Using numerical examples, we provide further insights on the impact of risk aversion. For example, given an exogenous wholesale price, we observe a threshold value on the retailer's risk-aversion parameter below (above) which the manufacturer is better off with retailer rebates (customer rebates); implying that the manufacturer's preferred rebate type can be different depending on whether the retailer is risk neutral or sufficiently risk averse.     

Trade promotion mode choice and information sharing in fashion retail supply chains

Trade promotion has a significant impact on the retail business, particularly in the fashion sectors. Manufacturers have traditionally been concerned with the inefficiency of trade promotion due to the low pass-through rate of the trade deals from retailers to customers. The scan-back (SB) trade deal, which monitors a retailer's sales via an IT system, benefits the manufacturer, but may or may not benefit the retailer. We provide insight into when a retailer in a two-stage supply chain has incentive to accept the SB trade deal. We show that (1) the manufacturer and the entire supply chain can always benefit from the SB trade deal while the retailer benefits only under some conditions, and that (2) both the retailer and the manufacturer can benefit from the SB trade deal if the SB deal is accompanied by a buyback (BB) contract. We examine the effect of a retailer's confidential pass-through rate on both the retailer's and the manufacturer's incentives to use the SB trade deal.     

Inter-temporal inventory competition and the effects of capacity constraints

This paper addresses an intertemporal inventory competition between a supplier (a provider, manufacturer) and a retailer engaged in a supply chain. The paper's focus is on the effect of capacity constraints on both parties when demands are seasonal. The paper provides a comparative study of two solution approaches, one is based on supply chain competition and the other is based on system wide optimization. Our results demonstrate that with dynamic inventory competition, the retailer reduces inventory costs by reducing the response period to higher demands while increasing the supply requests compared to the system-wide optimal approach. As a result, the supplier's inventory costs increase. An example illustrating these particular facets of the problem and its application is presented and discussed in light of the supplier and the retailer coordinating policies.     

Strategic information sharing between competing retailers in a supply chain with endogenous wholesale price

This paper introduces a new motivation for information sharing in decentralized supply chains—as a mechanism to achieve truthful information sharing and to reduce signaling costs. We study a two-echelon supply chain with one manufacturer selling a homogenous product to n price-setting competing retailers. Each retailer has access to private information about the potential market demand, and the retailers have an ex-ante incentive to share this information with each other and to conceal the information from the manufacturer. However, without a mechanism that induces the retailers to truthful information exchange as their strategic choice, no information can be exchanged via pure communication (cheap talk). To overcome this obstacle, two signaling games are analyzed: in the first game, information is shared truthfully among the retailers; in the second game, information is also shared truthfully with the manufacturer. We show that under some conditions sharing information with the manufacturer results in a higher profit for the retailers.     

Information sharing and profit allotment based on supply chain cooperation

To maximize customer value created by a supply chain system as a whole, one of the key issues in supply chain management is how to have profit and benefit properly shared between partners in an effective manner of the supply chain integration. In this regard, information sharing between partners plays a rather important role in business process and management integration of the supply chain. The paper focuses on analyzing the value created from information sharing by decreasing inventory level and on investigating the collaborative mechanism of providing incentive to retailer by upstream partner via sharing profit gained information sharing in the context of three-echelon supply chain system. The issue of dealing with the interest conflict between the supply chain as a whole and individual partners is addressed based on information sharing analysis by means of cooperative game approach, a graphic model with three-dimensions is developed to depict the possible cooperative solutions of profit allotment between partners, and a problem solving method addressing how the profit allotment between partners can effectively motivate the partners to be cooperative with each other is presented as well.     

Mobile channel and channel coordination under different supply chain contexts

The paper proposes different supply chain contexts where one manufacturer sells the same product to two retailers, one traditional and one online. The first context is when two retailers are distinct entities and the second context is when a dominant manufacturer owns and controls the traditional retailer. In each context, we study a no cooperation scenario versus various cooperation strategies (namely the minimum pricing strategy, the whole channel price, and the revenue sharing cooperation). Besides, we investigate the use of a dual channel by the online retailer via a mobile channel and a computer channel. The online retailer could use the same price online or a price differentiation (called also personalized pricing) depending on where the purchase is done. Our results show the crucial role of the product compatibility to the web and the mobile baseline incremental sales in influencing the performance of each channel member.     

The component procurement problem for the loss-averse manufacturer with spot purchase

This paper studies the purchasing behaviour of a loss-averse engineer-to-order manufacturer, who purchases a key component for his final product from a supplier under a single-wholesale-price contract with spot purchase opportunities, where both the product demand and the component spot price are uncertain. Through newsvendor type of models, we analyze several key issues, including the effects of the manufacturer's loss aversion, and the effects of demand and spot price uncertainties on the manufacturer's decision behaviour. We find that the purchasing behaviour of the loss-averse manufacturer differs from those of the risk-neutral and risk-averse ones. Specifically, we identify some sufficient conditions under which the loss-averse manufacturer may purchase a larger order quantity in advance when demand becomes more uncertain or when the price becomes more uncertain. We also discuss the two-wholesale-price contract and show that fixing the emergency supply price may lead to a smaller order quantity.     

ASSESSING THE IMPACT OF RETAILER STORE BRAND PRESENCE ON MANUFACTURER BRANDS IN AN EQUILIBRIUM FRAMEWORK*

This article assesses the impact of retailer store brand products on manufacturer brand prices, profitability and consumer welfare in Boston's white fluid milk market. Estimates from a random coefficients logit demand model are used to specify and test a set of pricing games. Under the selected model, milk manufacturers are Stackelberg leaders to retailers, and store brand milks are procured by retailers at cost. The model is used to investigate counterfactual markets without retailer store brand milks. Counterfactual Simulation results indicate that store brands increase channel profits, retailer profits and consumer welfare, while having mixed effects on equilibrium retail prices.     

政府补贴下的三级低碳供应链减排博弈研究

本文分别构建了政府补贴下,供应链上企业单独减排、供应商对制造商碳减排成本进行分担、供应商和零售商均对制造商碳减排成本进行分担3种减排模型,求解得到不同减排模式下,包括成本分担率和单位减排量在内的供应链最优决策。研究发现,政府补贴率的提升反而使成本分担率降低。通过博弈分析及算例验证得出：在供应链上三方企业联合减排下,即供应商和零售商都对制造商的碳减排研发提供资金支持时,单位产品的减排量及各企业利润达到最大,仅供应商对制造商碳减排成本分担时次之, 供应链上企业单独减排时最小, 但仅供应商一方对制造商的碳减排成本进行分担时的成本分担率,比其与零售商同时分担时的要大。这些结论为政府确立合适的补贴方案及供应链上企业减排策略的制定提供了理论依据。     

Short-term financing in a cash-constrained supply chain

In this paper we consider a two-level supply chain with a single retailer and a manufacturer, where both the firms are facing financial constraints and can not produce/order their optimal quantity. Our work shows that a lender who finances the manufacturer has a motivation to finance the retailer as well. Motivated by this, we investigate lender's problem of financing both the firms by making a joint decision on the loan amount and comparing it with the case when lender makes independent decision on loan amount for both the firms. Our numerical study indicates that if one of the firms in the supply chain has sufficiently low cash, joint decision (we refer to it as supply chain financing) may be better not only for the lender but for the retailer and manufacturer as well.     

A centralized/decentralized design of a full return contract for a risk-free manufacturer and a risk-neutral retailer under partial information sharing

We consider the design of full return contract in a simple supply chain with a risk-free manufacturer and a risk-neutral retailer. In this problem, the ordering quantity and the rebate price for unsold products are determined by the retailer and the manufacturer, respectively. We propose an optimal solution procedure in centralized and decentralized decision making environments considering when the information sharing among the retailer and the manufacturer is partial. We provide numerical examples to explain the proposed solution procedures.     

利他行为下基于差别定价的闭环供应链均衡分析

文章构建一个由制造商和零售商组成的闭环供应链,对新产品和再造品实行差别定价,同时将利他行为引入到该供应链模型中,研究决策者的利他行为对供应链的影响。研究发现,与利他中性相比,制造商的利他行为虽然会削弱自身利润水平,但会使得零售商和整个供应链的利润增加;零售商的利他行为不会改变整个供应链的总利润,制造商增加的利润等于零售商减少的部分;双方同时具有利他行为时会增加供应链总利润,但双方的利他系数组合必须在一定的范围内才能实现双赢。最后通过数值分析对上述结论作出解释和说明。     

Defending Home against Giants: Exclusive Dealing as a Survival Strategy for Local Firms*

We consider exclusive contracts a survival strategy for a local incumbent manufacturer facing a multinational manufacturer's entry. Although both manufacturers prefer to trade with an efficient local distributor, trading with inefficient competitive distributors is acceptable only to the entrant, because of the entrant's efficiency. Hence, such competitive distributors can be an outside option for the entrant. As the entrant becomes efficient, the outside option works effectively, implying that the entry does not considerably benefit the efficient local distributor. Thus, the local manufacturer is more likely to sign an anticompetitive exclusive contract with the efficient distributor as the entrant becomes efficient.     

Brand versus generic advertising and the decision to advertise collectively

This study uses Lancaster's (1966, 1979) characteristics model of consumer theory, combined with imperfect information, to support a firm's advertising choice of a combination of brand and generic advertising. However, as consumers become well educated about a firm's product, spillovers from generic advertising become large. When spillovers are large, firms have a greater incentive to collude on generic advertising. The firm's decision to include advertising collectively with its competitors will follow from its own analysis of the benefits versus the costs of such a union. The success of collective advertising may, however, depend on the control of free-riders.     

On supply chain coordination for false failure returns: A quantity discount contract approach

A large proportion of consumer returns fall into the category of false failure returns, which refer to returns without functional defects. In this paper, we consider profits resulting from exerting costly effort to reduce false failure returns in a reverse supply chain. The supply chain as a whole has a strong incentive to reduce such returns for cost saving. However, retailers typically enjoy a full credit provided by suppliers for returns, so they may not have sufficient incentives to exert enough effort for supply chain profit maximization. In some scenarios retailers may even have the motivation to encourage such returns. We suggest using a coordination contract to resolve this profit conflict. We introduce a quantity discount contract which specifies a payment to the retailer with an amount exponentially decreasing in the number of returns. We present explicit forms of such contracts given different assumptions about the distribution of the number of returns. We also prove that the contract is Pareto improving. Besides, it is shown that when the contract is applied in a closed-loop supply chain, it can deter retailer's potential incentive to encourage returns. Moreover, some modifications of the contract can lead to easy allocation of supply chain profit.     

非对称信息下再制造产品质量控制决策研究

本文研究了风险中性的单再制造商与单销售商构建的二级闭环供应链模型,基于博弈论和委托代理理论。在不同回收水平下,再制造商都存在单边道德风险,销售商根据影响再制造商质量预防水平的因素来引导再制造商的决策,并制定激励契约来降低再制造商的道德风险,以达到闭环供应链协调的目的。研究表明：回收水平和质量检测水平均影响再制造商的质量预防水平,回收水平同质量预防水平呈正相关,质量检测水平同质量预防水平呈负相关;在不同回收水平下,通过销售商质量检测控制后,闭环供应链收益增加,同时求得最优控制水平和最优契约金额。在最后,通过算例分析验证了契约的有效性。     

A centralized/decentralized design of a full return contract for a risk-free manufacturer and a risk-neutral retailer under partial information sharing: A discussion

This paper discusses some aspects of the centralised version of the supply chain coordination method that uses the so-called Alternating Direction Method (ADM) presented by Jeong (2012, A centralized/decentralized design of a full return contract for a risk-free manufacturer and a risk-neutral retailer under partial information sharing. International Journal of Production Economics 136 (1), 110–115). We show that the method requires both from the retailer and the manufacturer to faithfully follow the proposed algorithm, without any attempt to follow their own interests in gaining higher profits. We also warn that the condition of the information privacy is violated also in partial information sharing model. Furthermore, we correct an error in one of the equations.