Co-op advertising models in manufacturer–retailer supply chains: A game theory approach

In the literature of cooperative (co-op) advertising, the focus of research is on a relationship in which a manufacturer is the leader and retailers are followers. This relationship implies the dominance of the manufacturer over retailers. Recent market structure reviews have shown a shift of retailing power from manufacturers to retailers. Retailers have equal or even greater power than a manufacturer when it comes to retailing. Based on this new market phenomenon, we intend to explore the role of vertical co-op advertising efficiency with respect to transactions between a manufacturer and a retailer through brand name investments, local advertising expenditures, and sharing rules of advertising expenses. Three co-op advertising models are discussed which are based on two noncooperative games and one cooperative game. In a leader–follower noncooperative game, the manufacturer is assumed to be a leader who first specifies the brand name investment and the co-op subsidization policy. The retailer, as a follower, then decides on the local advertising level. In a noncooperative simultaneous move game, the manufacturer and the retailer are assumed to act simultaneously and independently. In a cooperative game, the system profit is maximized for every Pareto efficient co-op advertising scheme, but not for any other schemes. All Pareto efficient co-op advertising schemes are associated with a single local advertising level and a single brand name investment level, but with variable sharing policies of advertising expenses. The best Pareto efficient advertising scheme is obtained taking members' risk attitudes into account. Utilizing the Nash bargaining model, we discuss two situations that (a) both members are risk averse, and (b) both members are risk neutral. Our results are consistent with the bargaining literature.     

Establishing Nash equilibrium of the manufacturer–supplier game in supply chain management

We study a game model of multi-leader and one-follower in supply chain optimization where n suppliers compete to provide a single product for a manufacturer. We regard the selling price of each supplier as a pre-determined parameter and consider the case that suppliers compete on the basis of delivery frequency to the manufacturer. Each supplier's profit depends not only on its own delivery frequency, but also on other suppliers' frequencies through their impact on manufacturer's purchase allocation to the suppliers. We first solve the follower's (manufacturer's) purchase allocation problem by deducing an explicit formula of its solution. We then formulate the n leaders' (suppliers') game as a generalized Nash game with shared constraints, which is theoretically difficult, but in our case could be solved numerically by converting to a regular variational inequality problem. For the special case that the selling prices of all suppliers are identical, we provide a sufficient and necessary condition for the existence and uniqueness of the Nash equilibrium. An explicit formula of the Nash equilibrium is obtained and its local uniqueness property is proved.     

Vertical cooperative advertising and pricing decisions in a manufacturer–retailer supply chain: A game-theoretic approach

Manufacturers can increase the advertising expenditures of their retailers by bearing a fraction of the occurring costs within the framework of a vertical cooperative advertising program. We expand the existing research which deals with advertising and pricing decisions in a manufacturer–retailer supply chain contemporaneously. By means of game theory, four different relationships between the channel members are considered: Firstly, three non-cooperative games with either symmetrical distribution of power or asymmetrical distribution with one player being the leader in each case, and one cooperative game where both players tend to maximize the total profit. The latter is complemented by a bargaining model, which proposes a fair split of profit on the basis of the players’ risk attitude and bargaining power. Our main findings are as follows: (a) In contrast to previous analyses, we do not limit the ratio between manufacturer’s and retailer’s margin, which provides more general insights into the effects of the underlying distribution of power within the channel. (b) The highest total profit is gained when both players cooperate. This behavior puts also the customers in a better position, as it produces the lowest retail price as well as the highest advertising expenditures compared to the other configurations.     

An integrated producer–buyer supply chain with delivery cost under stochastic transportation time

An integrated producer–buyer supply chain is used to simultaneously determine the optimum levels of the safety stock, delivery quantity, and number of shipments in this paper. The scenario is created by scheduling a single-setup at the producer with multiple deliveries to the buyer, and all shipments to the buyer are equal-sized batches. This study attempts to study the effects of delivery cost and transportation time, assumes that there is a stochastic transportation time between both producer and buyer, and that shortages are allowed. The transportation time is assumed to be Weibull distributed. The objective functions of the integrated model include the setup cost, inventory carrying cost, and delivery cost. We analyze the scenario where the delivery cost is explicitly considered in the model rather than considered as part of the fixed ordering cost or insignificant. A numerical example is also presented to demonstrate the proposed model using actual shipping rate data. In particular, the results show that when the producer's and buyer's carrying costs are low, and/or the mean time of transportation and delivery costs are high, then this can benefit both parties with regard to sharing total profit.     

On the manipulability of competitive equilibrium rules in many-to-many buyer–seller markets

We analyze the manipulability of competitive equilibrium allocation rules for the simplest many-to-many extension of Shapley and Shubik’s (Int J Game Theory 1:111–130, 1972) assignment game. First, we show that if an agent has a quota of one, then she does not have an incentive to manipulate any competitive equilibrium rule that gives her her most preferred competitive equilibrium payoff when she reports truthfully. In particular, this result extends to the one-to-many (respectively, many-to-one) models the Non-Manipulability Theorem of the buyers (respectively, sellers), proven by Demange (Strategyproofness in the assignment market game. École Polytechnique, Laboratoire d’Économetrie, Paris, 1982), Leonard (J Polit Econ 91:461–479, 1983), and Demange and Gale (Econometrica 55:873–888, 1985) for the assignment game. Second, we prove a “General Manipulability Theorem” that implies and generalizes two “folk theorems” for the assignment game, the Manipulability Theorem and the General Impossibility Theorem, never proven before. For the one-to-one case, this result provides a sort of converse of the Non-Manipulability Theorem.     

Pricing and advertisement in a manufacturer–retailer supply chain

We use a game theoretical approach to study pricing and advertisement decisions in a manufacturer–retailer supply chain when price discounts are offered by both the manufacturer and retailer. When the manufacturer is the leader of the game, we obtained Stackelberg equilibrium with manufacturer’s local allowance, national brand name investment, manufacturer’s preferred price discount, retailer’s price discount, and local advertising expense. For the special case of two-stage equilibrium when the manufacturer’s price discount is exogenous, we found that the retailer is willing to increase local advertising expense if the manufacturer increases local advertising allowance and provides deeper price discount, or if the manufacturer decreases its brand name investment. When both the manufacturer and retailer have power, Nash equilibrium in a competition game is obtained. The comparison between the Nash equilibrium and Stackelberg equilibrium shows that the manufacturer always prefers Stackelberg equilibrium, but there is no definitive conclusion for the retailer. The bargaining power can be used to determine the profit sharing between the manufacturer and the retailer. Once the profit sharing is determined, we suggest a simple contract to help the manufacturer and retailer obtain their desired profit sharing.     

A Hybrid Taguchi–Immune approach to optimize an integrated supply chain design problem with multiple shipping

Supply chain network design is considered a strategic decision level problem that provides an optimal platform for the effective and efficient supply chain management. In this research, we have mathematically modeled an integrated supply chain design. To ensure high customer service levels, we propose the inclusion of multiple shipping/transportation options and distributed customer demands with fixed lead times into the supply chain distribution framework and formulated an integer-programming model for the five-tier supply chain design problem considered. The problem has been made additionally complex by including realistic assumptions of nonlinear transportation and inventory holding costs and the presence of economies of scale. In the light of aforementioned facts, this research proposes a novel solution methodology that amalgamates the features of Taguchi technique with Artificial Immune System (AIS) for the optimum or near optimum resolution of the problem at hand. The performance of the proposed solution methodology has been benchmarked against a set of test instances and the obtained results are compared against those obtained by Genetic Algorithm (GA), Hybrid Taguchi–Genetic Algorithm (HTGA) and AIS. Simulation results indicate that the proposed approach can not only search for optimal/near optimal solutions in large search spaces but also has good repeatability and convergence characteristics, thereby proving its superiority.     

Subsidizing to disrupt a terrorism supply chain—a four-player game

Terrorism with weapons of mass destruction (WMDs) is an urgent threat to homeland security. The process of counter-WMD terrorism often involves multiple government and terrorist group players, which is under-studied in the literature. In this paper, first we consider two subgames: a proliferation game between two terrorist groups or cells (where one handling the black market for profits proliferates to the other one to attack, and this is modelled as a terrorism supply chain) and a subsidization game between two governments (where one potential WMD victim government subsidizes the other host government, who can interfere with terrorist activities). Then we integrate these two subgames to study how the victim government can use the strategy of subsidization to induce the host government to disrupt the terrorism supply chain. To our knowledge, this is the first game-theoretic study for modelling and optimally disrupting a terrorism supply chain in a complex four-player scenario. We find that in the integrated game, when proliferation payment is high or low, the practical terrorist group will proliferate and not proliferate, respectively, regardless of government decisions. In contrast, in the subsidization subgame between the two governments, the decision of subsidization depends on its cost. When proliferation payment is medium, the decision of subsidization depends on not only its cost but also the preparation cost and the attacking cost. Findings from our results would assist in government policymaking.     

Response time and vendor–assembler relationship in a supply chain

Relationships between an assembler and a vendor in a supply chain are investigated in two-period models when the assembler wants to reduce response time by incentive systems. The assembler may offer myopic or farsighted incentive contracts to the vendor, under short-term or long-term relationships. Incentive schemes, effort levels, and expected payoffs under different perspectives and relationships are examined. We find that a farsighted assembler provides the vendor with a higher incentive than a myopic assembler in the first period. A long (short)-term relationship is preferred if the value of farsightedness under a long-term relationship is greater (less) than the switching option value under a short-term relationship. We propose several sufficient conditions regarding which perspectives and relationships are preferred.     

Coordinating advertising and pricing in a manufacturer–retailer channel

Cooperative advertising is a practice that a manufacturer pays retailers a portion of the local advertising cost in order to induce sales. Cooperative advertising plays a significant role in marketing programs of channel members. Nevertheless, most studies to date on cooperative advertising have assumed that the market demand is only influenced by advertising expenditures but not by retail price. This paper addresses channel coordination by seeking optimal cooperative advertising strategies and equilibrium pricing in a two-member distribution channel. We establish and compare two models: a non-cooperative, leader–follower game and a cooperative game. We develop propositions and insights from the comparison of these models. The cooperative model achieves better coordination by generating higher channel-wide profits than the non-cooperative model with these features: (a) the retailer price is lower to consumers; and (b) the advertising efforts are higher for all channel members. We identify the feasible solutions to a bargaining problem where the channel members can determine how to divide the extra profits.     

Pricing and two-tier advertising with one manufacturer and one retailer

This paper considers the pricing decisions and two-tier advertising levels between one manufacturer and one retailer where customer demand depends on the retail price and advertisement by a manufacturer and a retailer. We solve a Stackelberg game with the manufacturer as the leader and the retailer as the follower. With price sensitive customer demand and a linear wholesale contract, we obtain the optimal decisions by the manufacturer and the optimal responses by the retailer. Our results show that cost sharing of local advertising does not work well, it is better for the manufacturer to advertise nationally and offer the retailer a lower wholesale price.     

A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer-retailer supply chains

Vertical cooperative (co-op) advertising is a marketing strategy in which the retailer runs local advertising and the manufacturer pays for a portion of its entire costs. This paper considers vertical co-op advertising along with pricing decisions in a supply chain; this consists of one manufacturer and one retailer where demand is influenced by both price and advertisement. Four game-theoretic models are established in order to study the effect of supply chain power balance on the optimal decisions of supply chain members. Comparisons and insights are developed. These embrace three non-cooperative games including Nash, Stackelberg-manufacturer and Stackelberg-retailer, and one cooperative game. In the latter case, both the manufacturer and the retailer reach the highest profit level; subsequently, the feasibility of bargaining game is discussed in a bid to determine a scheme to share the extra joint profit.     

Game-theoretic analysis of cooperation among supply chain agents: Review and extensions

This paper surveys some applications of cooperative game theory to supply chain management. Special emphasis is placed on two important aspects of cooperative games: profit allocation and stability. The paper first describes the construction of the set of feasible outcomes in commonly seen supply chain models, and then uses cooperative bargaining models to find allocations of the profit pie between supply chain partners. In doing so, several models are analyzed and surveyed, and include suppliers selling to competing retailers, and assemblers negotiating with component manufacturers selling complementary components. The second part of the paper discusses the issue of coalition formation among supply chain partners. An exhaustive survey of commonly used stability concepts is presented. Further, new ideas such as farsightedness among supply chain players are also discussed and analyzed. The paper also opens some avenues of future research in applying cooperative game theory to supply chain management.     

考虑绿色等级和递送时间的双渠道绿色供应链

考虑了双渠道绿色供应链的定价决策问题.在集中式、分散式和协调合同条件下分别建立了双渠道绿色供应链的最优定价模型,给出了零售商和供应商的最优定价策略.研究表明,引入利润共享合同后零售商和供应商都会比在分散式决策下获得更多的利润.最后通过数值算例对不同条件下的模型进行了比较.     

Periodicity of pricing and marketing efforts in a distribution channel

Most research about cooperative (coop) advertising programs in channels relies on the assumption that manufacturers and retailers decide of pricing and marketing efforts simultaneously. This paper evaluates this central assumption and investigates the optimal periodicity (sequence of move) of pricing and marketing efforts (ME) decisions for a distribution channel. We develop a game theoretic model that accounts for pricing at each level of the channel, for the manufacturer’s ME mix strategies (a direct ME to consumers and coop advertising program offered to the retailer) and the retailer’s ME as well. We obtain solutions for a bilateral channel under different vertical interaction scenarios; when the channel is led by the manufacturer, the retailer or when channel members decide simultaneously of each of their marketing mix decisions (vertical Nash). We compare the effect of pricing and ME decision periodicity on outputs for each channel member. The main findings suggest that simultaneous decision-making of pricing and ME is optimal only for high enough levels of the manufacturer’s ME effects. For very highly effective marketing efforts, sequential play of pricing and ME allows channel members to implement equilibrium strategies and achieve maximum profits that would not be achieved with simultaneous decision-making. This highlights the importance of relaxing the simultaneous play assumption of pricing and ME in a distribution channel.     

两阶段供应链联合服务定价决策和渠道策略

探讨了垂直整合、纳什整合、制造商Stackelberg以及零售商Stackelberg四个渠道策略中两阶段供应链的均衡行为.研究在服务水平同时决定和按顺序决定服务水平两种情况下四个渠道策略价格和服务水平策略的决定.将零售商的价格以及制造商和零售商的服务水平构建了一个确定性需求函数,探讨不同的渠道策略中制造商和零售商的最优配置.结果表明,垂直整合主导了其他策略,代表了最高的服务水平.研究结果为供应链成员最优服务水平以及渠道选择提供参考.     

考虑供应商努力水平和风险规避行为的供应链协调机制

利益冲突是影响供应链绩效的重要原因,如何消除供应链冲突、设置合理的协调机制对供应链稳定和可持续发展具有重要的意义.考虑到供应商努力水平和风险规避行为是影响供应链绩效的重要因素,利用博弈论和“均值方差法”,构建一种基于供应商努力水平的主体效用模型,设计了基于增值利润共享的供应链协调机制.结果表明,所设计的机制能够有效地保障供应链主体在利润不受损情形下调动成员合作的积极性与能动性,实现零售商与供应商长期合作和供应链的可持续发展.     

供应链金融借贷市场中均衡解的存在性研究

根据博弈论的观点,构建了多层级供应链中距离核心企业层级较远的中小企业融资模型,比较了两种类型企业(高经营能力和低经营能力)的融资特点,分析了供应链上两种类型企业在是否存在区块链技术情形下融资达到均衡解的条件。研究表明,金融机构分别以企业贷款总量和企业库存订购量作为标准来判定企业类型的情形下,在区块链技术不存在时,借贷市场中的均衡解在一定条件下存在;但在区块链技术存在时,借贷市场中的均衡解总是存在。研究结果对于金融机构降低风险提供了一个新的视角。     

闭环供应链竞争的博弈分析与链内协调合同设计

假定生产商委托零售商回收废旧产品以进行再制造活动,研究两条分别由单生产商和单零售商组成的闭环供应链的竞争和链内协调。对应两条闭环供应链均为分散式供应链、均为集中式供应链、一条为分散式供应链另一条为集中式供应链,运用博弈论和均衡分析方法分别建立了三种情况下刻画闭环供应链竞争的带均衡约束的均衡模型、纳什均衡模型和带均衡约束的优化模型,进行了模型求解。基于合同理论,提出供应链竞争下协调链内零售商的零售价和回收价格决策的批发价加回收补贴合同。最后的算例验证了模型的合理性和协调合同的有效性。研究表明:产品零售价、需求量与产品替代效应正相关,废旧产品供给量、供应链利润与回收价格敏感性正相关;供应链协调是供应链竞争下的占优策略,有利于提高供应链的运作效率,但两条协调供应链之间的竞争将更激烈,存在囚徒困境现象。