The role of store brand positioning for appropriating supply chain profit under shelf space allocation

We consider a retailer’s decision of developing a store brand (SB) version of a national brand (NB) and the role that its positioning strategy plays in appropriating the supply chain profit. Since the business of the retailer can be regarded as selling to NB manufacturers the shelf space at its disposal, we formulate a game-theoretical model of a single-retailer, single-manufacturer supply chain, where the retailer can decide whether to launch its own SB product and sells scarce shelf-space to a competing NB in a consumer good category. As a result, the most likely equilibrium outcome is that the available selling amount of each brand is constrained by the shelf-space available for its products and both brands coexist in the category. In this paper, we conceptualize the SB positioning that involves both product quality and product features. Our analysis shows that when the NB cross-price effect is not too large, the retailer should position its SB’s quality closer to the NB, more emphasize its SB’s differences in features facing a weaker NB, and less emphasize its SB’s differences in features facing a stronger NB. Our results stress the importance of SB positioning under the shelf-space allocation, in order to maximize the retailer’s value appropriation across the supply chain.     

Pricing and Advertising of Private and National Brands in a Dynamic Marketing Channel

We consider a marketing channel where a retailer sells, along the manufacturer’s brand, its own store brand. We assume that each player invests in advertising in order to build the brand’s goodwill. One distinctive feature of this paper is the introduction of the negative effect of own advertising on other player’s goodwill stock evolution. We characterize feedback-Nash pricing and advertising strategies and assess the impact of the store brand and national brand’s goodwill stocks on these strategies in different settings. The main findings suggest first that investing in building up some equity for each brand reduces the price competition between them and propels the market power for both. Second, the retailer will pass to consumer an increase in its purchasing cost of the national brand in all situations as no coordination is taken into account to counter the double marginalization problem. Finally, the higher the brand equity of the store brand, the more the retailer invests in advertising.     

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 dynamic model for advertising and pricing competition between national and store brands

We study the relationship between the pricing and advertising decisions in a channel where a national brand is competing with a private label. We consider a differential game that incorporates the carryover effects of brand advertising over time for both the manufacturer and the retailer and we account for the complementary and competitive roles of advertising. Analysis of the obtained equilibrium Markov strategies shows that the relationship between advertising and pricing decisions in the channel depends mainly on the nature of the advertising effects. In particular, the manufacturer reacts to higher competitive retailer’s advertising levels by offering price concessions and limiting his advertising expenditures. The retailer’s optimal reaction to competitive advertising effects in the channel depends on two factors: (1) the price competition level between the store and the national brands and (2) the strength of the competitive advertising effects. For example, in case of intense price competition between the two brands combined with a strong manufacturer’s competitive advertising effect, the retailer should lower both the store and the national brands’ prices as a reaction to higher manufacturer’s advertising levels. For the retailer, the main advantage from boosting his competitive advertising investments seems to be driven by increased revenues from the private label. The retailer should however limit his investments in advertising if the latter generates considerable competitive effects on the national brand’s sales.     

Inventory competition and allocation in a multi-channel distribution system

Consider a supply chain involving one manufacturer and one independent retailer. The manufacturer distributes her product to the end consumer through the independent retailer as well as through her direct channel. Each of the two channels faces a stochastic demand. If one channel is out of stock, a fraction of the unsatisfied customers visit the other channel, which induces inventory competition between the channels. Under the scenario described above, will the manufacturer ever undercut the retailer’s order when the capacity is infinite? What are the equilibria of the game? How does a capacity constraint affect the equilibrium outcome? What is the optimal inventory allocation strategy for the manufacturer? Using a game theoretic model we seek answers to the above questions. Both the capacitated and the infinite capacity games are considered. We establish the necessary condition for a manufacturer to undercut a retailer’s order and show that a manufacturer may deny the retailer of inventory even when the capacity is ample. We show that there can be an equilibrium in the capacitated game where a manufacturer might not use the entire capacity and still deny a retailer inventory. We also show that a mild capacity constraint may make both parties better off and thereby increase the total supply chain profit. We develop a simple yet practical contract called the reverse revenue sharing contract and show that along with a fixed franchise fee this contract can coordinates our decentralized supply chain.     

Supply chain interactions due to store-brand introductions: The impact of retail competition

Store-brand products are of increasing importance in retailing, often causing channel conflict as they compete with national brands. Focusing on the interactions that arise in single-manufacturer single-retailer settings, previous research suggests that one main driver of store-brand profitability to the retailer is that it leads to a reduction of the national-brand wholesale price. Under retail competition, the Robinson Patman Act then introduces an interesting trade-off: A retailer that introduces a store brand incurs the associated costs and risks, while sharing this benefit with its competition. We show that the resulting interactions can cause retailers to play “chicken”, either of them preferring a store-brand introduction by the competitor. Such interactions do not arise in channels with a single retailer, as has been the object of most previous research, and we show that some of the key insights derived from single-retailer models fail to hold when retailers compete. We conduct a numeric study, and our findings suggest that retailers are more likely to randomize their store-brand introduction strategies when customers have strong store preferences, and when the retailers’ store-brand products are similar to the national-brand product in terms of customer valuations and production cost.     

An uncooperative order model for items with trade credit,inventory-dependent demand and limited displayed-shelf space

This paper considers a two-echelon supply chain where a supplier sells a single product through a retailer, who faces an inventory-dependent demand. The supplier hopes to incentive the retailer to order more items by offering trade credit. The retailer places the ordered items on the display shelf (DS) with limited space and stocks the remaining items (if any) that exceed the shelf capacity in his/her backroom/warehouse (BW). From the supplier’s perspective, we focus mainly on under which conditions the supplier should offer trade credit and how he/she should design such trade credit policy and corresponding ordering policy to obtain much more benefits. From the retailer’s perspective, we discuss whether the retailer needs BW and exactly how many items need to be stocked in BW when the supplier offers trade credit. We formulate a “supplier-Stackelberg” game model, from which we obtain the conditions under which the presented simple trade credit policy not only increases the overall chain profit but also each member’s profit. We also show that the trade credit policy is always more beneficial to the retailer than to the supplier if it is offered.     

Bundling decisions in supply chains

Firms often sell products in bundles to extract consumer surplus. While most bundling decisions studied in the literature are geared to integrated firms, we examine a decentralized supply chain where the suppliers retain decision rights. Using a generic distribution of customers’ reservation price we establish equilibrium solutions for three different bundling scenarios in a supply chain, and generate interesting insights for distributions with specific forms. We find that (i) in supply chain bundling the retailer’s margin equals the margin of each independent supplier, and it equals the combined margin when the suppliers are in a coalition, (ii) when the suppliers form a coalition to bundle their products the bundling gain in the supply chain is higher and retail price is lower than when the retailer bundles the products, (iii) the supply chain has more to gain from bundling relative to an integrated firm, (iv) the first-best supply chain bundling remains viable over a larger set of parameter values than those in the case of the integrated firm, (v) supplier led bundling is preferable to separate sales over a wider range of parameter values than if the retailer led the bundling, and (vi) if the reservation prices are uniformly distributed bundling can be profitable when the variable costs are low and valuations of the products are not significantly different from one another. For normally distributed reservation prices, we show that the bundling set is larger and the bundling gain is higher than that for a uniform distribution.     

Consignment contracts with retail competition

Consignment contracts have been widely employed in many industries. Under such contracts, items are sold at a retailer’s but the supplier retains the full ownership of the inventory until purchased by consumers; the supplier collects payment from the retailer based on actual units sold. We investigate how competition among retailers influences the supply chain decisions and profits under different consignment arrangements, namely a consignment price contract and a consignment contract with revenue share. First, we investigate how these two consignment contracts and a price only contract compare from the perspective of each supply chain partner. We find that the retailers benefit more from a consignment price contract than from a consignment contract with revenue share or a price only contract, regardless of the level of retailer differentiation. The supplier’s most beneficial contact, however, critically depends upon the level of retailer differentiation: a consignment contract with revenue share is preferable for the supplier if retailer differentiation is strong; otherwise a consignment price contract is preferable. Second, we study how retailer differentiation affects the profits of all supply chain partners. We find that less retailer differentiation improves the supplier’s profit for both types of consignment contract. Moreover, less retailer differentiation improves profits of the retailers in a consignment price contract, but not necessarily in a consignment contract with revenue share.     

A supply chain model with direct and retail channels

We study a dual channel supply chain in which a manufacturer sells to a retailer as well as to consumers directly. Consumers choose the purchase channel based on price and service qualities. The manufacturer decides the price of the direct channel and the retailer decides both price and order quantity. We develop conditions under which the manufacturer and the retailer share the market in equilibrium. We show that the difference in marginal costs of the two channels plays an important role in determining the existence of dual channels in equilibrium. We also show that demand variability has a major influence on the equilibrium prices and on the manufacturer’s motivation for opening a direct channel. In the case that the manufacturer and the retailer coordinate and follow a centralized decision maker, we show that adding a direct channel will increase the overall profit. Our numerical results show that an increase in retailer’s service quality may increase the manufacturer’s profit in dual channel and a larger range of consumer service sensitivity may benefit both parties in the dual channel. Our results suggest that the manufacturer is likely to be better off in the dual channel than in the single channel when the retailer’s marginal cost is high and the wholesale price, consumer valuation and the demand variability are low.     

Random yield supply chain with a yield dependent secondary market

This paper considers a simple supply chain with one supplier and one retailer where the supplier’s production is subject to random yield and the retailer faces uncertain demand. There exists a secondary market for acquiring or disposing products by the supplier. We study both the centralized and decentralized systems. In the decentralized system, a no risk sharing contract and a risk sharing minimum commitment contract are analyzed. The supply chain with the risk sharing contract is further analyzed with a constant secondary market price and a yield dependent secondary market price. We present both the supplier’s and the retailer’s optimal strategies and provide insights for managers when making decisions under random yield risk and demand uncertainty. We find that the secondary market generally has a positive impact on supply chain performance and the actual effect of random yield risk on the supply chain performance depends on cost parameters and supply chain contract settings. Under certain conditions, reducing yield randomness may weaken the double marginalization effect and improve the chain performance. From the numerical study, we also show that there exists an optimal commitment level for the supply chain.     

An integrated production and inventory model to dampen upstream demand variability in the supply chain

We consider a two-echelon supply chain: a single retailer holds a finished goods inventory to meet an i.i.d. customer demand, and a single manufacturer produces the retailer’s replenishment orders on a make-to-order basis. In this setting the retailer’s order decision has a direct impact on the manufacturer’s production. It is a well known phenomenon that inventory control policies at the retailer level often propagate customer demand variability towards the manufacturer, sometimes even in an amplified form (known as the bullwhip effect). The manufacturer, however, prefers to smooth production, and thus he prefers a smooth order pattern from the retailer. At first sight a decrease in order variability comes at the cost of an increased variance of the retailer’s inventory levels, inflating the retailer’s safety stock requirements. However, integrating the impact of the retailer’s order decision on the manufacturer’s production leads to new insights. A smooth order pattern generates shorter and less variable (production/replenishment) lead times, introducing a compensating effect on the retailer’s safety stock. We show that by including the impact of the order decision on lead times, the order pattern can be smoothed to a considerable extent without increasing stock levels. This leads to a situation where both parties are better off.     

‘Too Little’ or ‘Too Late’: The timing of supply chain demand collaboration

This study examines the supply chain demand collaboration between a manufacturer and a retailer. We study how the timing of collaboration facilitates production decision of the manufacturer when the information exchanged in the collaboration is asymmetric. We investigate two collaboration mechanisms: ‘Too Little’ and ‘Too Late’, depending on the timing of information sharing between the manufacturer and the retailer. Our research results indicate that early collaboration as in the ‘Too Little’ mechanism leads to a stable production schedule, which decreases the need of production adjustment when production cost information becomes available; whereas a late collaboration as in the ‘Too Late’ mechanism enhances the flexibility of production adjustment when demand information warrants it. In addition, the asymmetric demand information confounds production decisions all the time; the manufacturer has to provide proper incentives to ensure truthful information sharing in collaboration. Information asymmetry might also reduce the difference in production decision between the ‘Too Little’ and ‘Too Late’ collaboration mechanisms. Numerical analysis is further conducted to demonstrate the performance implications of the collaboration mechanisms on the supply chain.     

Pricing policies for substitutable products in a supply chain with Internet and traditional channels

This study considers pricing policies in a supply chain with one manufacturer, who sells a product to an independent retailer and directly to consumers through an Internet channel. In addition to the manufacturer’s product, the retailer sells a substitute product produced by another manufacturer. Given the wholesale prices of the two substitute products, the manufacturer decides the retail price of the Internet channel, and the retailer decides the retail prices of the two substitute products. Both the manufacturer and the retailer choose their own decision variables to maximize their respective profits. This work formulates the price competition, using the settings of Nash and Stackelberg games, and derives the corresponding existence and uniqueness conditions for equilibrium solutions. A sensitivity analysis of an equilibrium solution is then conducted for the model parameters, and the profits are compared for two game settings. The findings show that improving brand loyalty is profitable for both of the manufacturer and retailer, and that an increased service value may alleviate the threat of the Internet channel for the retailer and increase the manufacturer’s profit. The study also derives some conditions under which the manufacturer and the retailer mutually prefer the Stackelberg game. Based on these results, this study proposes an appropriate cooperation strategy for the manufacturer and retailer.     

A two-echelon supply chain of a returnable product with fuzzy demand

This study investigates the effects of the manufacturer’s refund on retailer’s unsold products for the two-echelon decentralized and centralized supply chains of a short life and returnable product with trapezoidal fuzzy demand, in which retailer returns the unsold and the customer’s unsatisfactory products to the manufacturer. For each returnable chain, we obtain the closed-form solution of order quantity to maximize the total expected profit of the supply chain, and confirm that demand fuzziness does indeed affect the order quantity and the members’ expected profits. We provide a number of managerial insights by comparing both chains and show that each chain is more advantageous to the members depending on certain condition. Our models are appropriate for a supply chain with a returnable product that lacks information about the demand.     

A supply chain under limited-time promotion: The effect of customer sensitivity

We consider a two-echelon supply chain with a supplier and a retailer facing stochastic customer demands. The supplier is a leader who determines a wholesale price. In response, the retailer orders products and sets a price which affects customer demands. The goal of both players is to maximize their profits. We find the Stackelberg equilibrium and show that it is unique, not only when the supply chain is in a steady-state but also when it is in a transient state induced by a supplier’s promotion. There is a maximum length to the promotion, however, beyond which the equilibrium ceases to exist. Moreover, if customer sensitivity increases, then the wholesale equilibrium price decreases, product orders increase and product prices drop. This effect, well-observed in real life, does not, however, necessarily imply that the promotion is always beneficial. Conditions for the profitability of a limited-time promotion are shown and analyzed numerically. We discuss both open-loop and feedback policies and derive the conditions necessary for them to remain optimal under stochastic demand fluctuations.     

Pricing and effort investment for a newsvendor-type product

We investigate a dominant retailer’s optimal joint strategy of pricing and timing of effort investment and analyze how it influences the decision of the manufacturer, the total supply chain profit, and the consumers’ payoff. We consider two pricing schemes of the retailer, namely, dollar markup and percentage markup, and two effort-investment sequences, namely, ex-ante and ex-post. A combination of four cases is analyzed. Our results show that: (1) under the same effort-decision sequence, a percentage-markup pricing scheme leads to higher expected profit for the retailer and the whole supply chain, but a lower expected profit for the manufacturer and a higher retail price for the consumers; (2) under the same markup-pricing strategy, the dominant retailer always prefers to postpone her effort decision until the manufacturer makes a commitment to wholesale price, since it can result in a Pareto-improvement for all the supply chain members. That is, the retailer’s and manufacturer’s expected profits are higher and the consumers pay a lower retail price; and (3) among the four joint strategies, the dominant retailer always prefers the joint strategy of percentage-markup plus ex-post effort decision. However, the dominated manufacturer always prefers the joint strategy of dollar-markup plus ex-post effort decision, which is also beneficial to the end consumers.     

Trade credit for supply chain coordination

Trade-credit is a seller’s short-term loan to the buyer, allowing the buyer to delay payment of an invoice. It has been the largest source of working capital for a majority of business-to-business firms in the United States. Numerous theories have been proposed to explain trade-credit, mainly from finance perspectives. It has also been an important issue in supply chain management. Surprisingly, most literature in supply chain management has examined the retailer’s stocking policies given a supplier’s trade-credit. This paper attempts to shed light on trade-credit from a supplier’s perspective, and presents it as a tool for supply chain coordination. Specifically, we explicitly assume firms’ financial needs for inventory. Following a Newsvendor framework, we assume that the supplier grants trade-credit and markdown allowance. Given the supplier’s offer, the retailer determines order quantity and the financing option for the inventory, either trade-credit or direct financing from a financial institution. Our result shows that the supplier’s markdown allowance alone cannot fully coordinate the supply chain if the retailer employs direct financing. Positive financing costs call for trade-credit in order to subsidize the retailer’s costs of inventory financing. Using trade-credit in addition to markdown allowance, the supplier fully coordinates the retailer’s decisions for the largest joint profit, and extracts a greater portion of the maximized joint profit.     

Coordination of supply chains with bidirectional option contracts

In this paper we develop a supply contract for a two-echelon manufacturer–retailer supply chain with a bidirectional option, which may be exercised as either a call option or a put option. Under the bidirectional option contract, we derive closed-form expressions for the retailer’s optimal order strategies, including the initial order strategy and the option purchasing strategy, with a general demand distribution. We also analytically examine the feedback effects of the bidirectional option on the retailer’s initial order strategy. In addition, taking a chain-wide perspective, we explore how the bidirectional option contract should be set to attain supply chain coordination.     

Make-or-buy service capacity decision in a supply chain providing after-sales service

We consider a supply chain comprising a manufacturer and a retailer. The manufacturer supplies a product to the retailer, while the retailer sells the product bundled with after-sales service to consumers in a fully competitive market. The sales volume is affected by the retailer’s service-level commitment. The retailer can build service capacity in-house at a deterministic price before service demand is realized, or buy the service from an outsourcing market at an uncertain price after service demand realization. We find that the outsourcing market encourages the retailer to make a higher level of service commitment, while prompting the manufacturer to reduce the wholesale price, resulting in more demand realization. We analyze how the expected cost of the service in the outsourcing market and the retailer’s risk attitude affect the decisions of both parties. We derive the conditions under which the retailer is willing to build service capacity in-house and under which it will buy the service from the outsourcing market. Moreover, we find that the manufacturer’s sharing with the retailer the cost to build service capacity improves the profits of both parties.