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 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.     

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.     

Optimal contracts and the manufacturer’s pricing strategies in a supply chain with an inequity-averse retailer

Studies in the supply chain literature have typically focused on profit or revenue maximization and assumed that agents within the supply chain are self-interested and only care about their own monetary payoffs. Research in these areas, however, rarely considers an important phenomenon called inequity aversion in which the object pursued by agents within the supply chain is not only their own profit maximization but also the equity of profit allocation. In fact, when agents within a supply chain collaborate with each other to serve a market, the scheme of profit allocation between them usually plays a determinate role in cooperation. Taking into account the impact of agents’ behavior of inequity aversion on the coordination of the supply chain, this paper investigates the optimal contracts and the manufacturer’s pricing strategies in a single-manufacturer and single-retailer supply chain. In this way, we obtain two interesting results: (1) the retailer’s equity aversion largely affects the manufacturer’s decision making, which is not always bad for the manufacturer; and (2) the retailer’s inequity aversion as well as the consumer’s price-sensitive coefficient plays a dominant role in the manufacturer’s decision making.     

Coordination of a three-level supply chain (supplier–manufacturer–retailer) with permissible delay in payments and price discounts

Different coordination mechanisms are used to manage supply chains. This paper investigates a coordination of a three-level supply chain (supplier–manufacturer–retailer) by coupling two well-known trade credit mechanisms that are widely used in practice, permissible delay in payments and price discounts, where the length of the delay period and discounts offered along the supply chain are decision variables. The paper investigates nine different cases of delay in payments along with eight cases of price discounts among the three players in the supply chain. A numerical example was presented to compare between the cases considered. Also, extensive sensitivity analyses were performed to study the effect of changing the model parameters on the optimal decisions. In addition, we point out the limitations of each model developed in this paper. The numerical examples and the sensitivity analyses conclude that the coupling of delay in payments and price discounts increases the profit of the supply chain more than using only a single mechanism at a time.     

Retailer or e-tailer? Strategic pricing and economic-lot-size decisions in a competitive supply chain with drop-shipping

Drop-shipping is an arrangement whereby an e-tailer, who does not hold inventories, processes orders and requests a manufacturer to ship products directly to the end customers. To explore the economic benefits of adopting drop-shipping distribution strategy in a competitive environment, we investigate the profitability and the efficiency of the drop-shipping channel as compared to the traditional channel. Specifically, we develop Economic Order Quantity (EOQ) games with pricing and lot-sizing decisions to examine the strategic interactions between a manufacturer and its retailer/e-tailer in the traditional/drop-shipping distribution channels. We identify conditions under which the drop-shipping channel profitably outperforms the traditional one. It is found that the economic interests of adopting drop-shipping distribution for the channel members may not always be consistent. There are cases where only the manufacture would favour drop-shipping. In this study, we also reveal that the inefficiency caused by lack of coordination in the traditional channel can be alleviated in the drop-shipping channel where the lot-sizing decision is made by the manufacturer.     

A game theory approach in seller–buyer supply chain

In this paper, several seller–buyer supply chain models are proposed which incorporate both cost factors as well as elements of competition and cooperation between seller and buyer. We assume that unit marketing expenditure and unit price charged by the buyer influence the demand of the product being sold. The relationships between seller and buyer will be modeled by non-cooperative and cooperative games, respectively. The non-cooperative game is based on the Stackelberg strategy solution concept, where we consider separately the case when the seller is the leader (Seller-Stackelberg) and also when the buyer is the leader (Buyer-Stackelberg). Pareto efficient solutions will be provided for the cooperative game model. Numerical examples presented in this paper, including sensitivity analysis of some key parameters, will compare the results between different models considered.     

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.     

Principal–agent problem for returns handling in a reverse supply chain with one manufacturer and two competing dealers

Focusing on the principal–agent problem in handling new-products returned by customers in a reverse supply chain with one manufacturer and two competing dealers, we investigate how a manufacturer motivates her dealers to exert their efforts to handle and sell the returned new-products using mathematical modelling. By taking into consideration the dealers’ individual rationalities, we design optimal incentive contracts under both symmetric and asymmetric information and obtain the following insights. In the symmetric information situation, dealers’ effort levels are identical to those maximising the expected overall profit of the supply chain. In the asymmetric information situation, however, the dealers’ effort levels are lower than the supply chain optimum. Further, in the case of intensifying competition between the dealers, their effort levels increase, while each dealer’ revenue share received from the manufacturer decreases and the risk, incentive and total agency costs of the entire supply chain tend to diminish. The revenue share is inversely correlated with return uncertainties. When we introduce another random environmental factor affecting returns into the incentive contract, this revenue share increases with a rise in dealers’ effort levels, while the above-mentioned costs of the entire system decline and this improves the supply chain system coordination. The incorporation of fairness into the principal–agent model promotes a further increase in the dealers’ effort levels, which is proved using the fixed-point theorem. Finally, we provide an example to demonstrate the main results.     

Qualifying for a government’s scrappage program to stimulate consumers’ trade-in transactions? Analysis of an automobile supply chain involving a manufacturer and a retailer

We investigate an automobile supply chain where a manufacturer and a retailer serve a market with a fuel-efficient automobile under a scrappage program by the government. The program awards a subsidy to each consumer who trades in his or her used automobile with a new fuel-efficient automobile, if the manufacturer’s suggested retail price (MSRP) for the new one does not exceed a cutoff level. We derive the conditions assuring that the manufacturer has an incentive to qualify for the program, and find that when the cutoff level is low, the manufacturer may be unwilling to qualify for the program even if the subsidy is high. We also show that when the manufacturer qualifies for the program, increasing the MSRP cutoff level would raise the manufacturer’s expected profit but may decrease the expected sales. A moderate cutoff level can maximize the effectiveness of the program in stimulating the sales of fuel-efficient automobiles, whereas a sufficiently high cutoff level can result in the largest profit for the manufacturer. The retailer’s profit always increases when the manufacturer chooses to qualify for the program. Furthermore, we compute the government’s optimal MSRP cutoff level and subsidy for a given sales target, and find that as the program budget increases, the government should raise the subsidy but reduce the MSRP cutoff level to maximize sales.     

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.     

Dynamic conformance and design quality in a supply chain: an assessment of contracts’ coordinating power

We consider a two-echelon supply chain involving one manufacturer and one supplier who collaborate on improving both design and conformance quality. Design quality is supposed to increase product desirability, and therefore market demand, while conformance quality should reduce the proportion of defective items, and therefore increase the manufacturer’s sales revenue. We investigate how the supply chain parties allocate effort between design and conformance quality under both cooperative and non-cooperative settings in an intertemporal framework. Furthermore, we evaluate wholesale price contracts and revenue-sharing contracts in terms of their performance and coordination power. We show that although a revenue-sharing contract enables the manufacturer to effectively involve the supplier in quality improvement, neither contract type allows for perfect coordination resulting in the quality that can be achieved by a cooperative supply chain. We thus suggest a reward-based extension to the revenue-sharing contract, to ensure system-wide optimal quality performance. Importantly, we find that the supplier would be better off adopting a reward-based revenue sharing contract and refusing a standard revenue-sharing contract, while the opposite would be true for the manufacturer.     

Designing an efficient supply chain network with uncertain data: a robust optimization—data envelopment analysis approach

Designing a supply chain network (SCN) is an important issue for organizations in competitive markets. In this paper, a novel robust SCN that considers the efficiencies and costs simultaneously is proposed. In order to estimate the efficiency of the producers and distributors, data envelopment analysis (DEA) model is incorporated into SCN. Moreover, to handle the uncertainty in data, a scenario-based robust optimization approach is applied. The proposed model finds out the efficient location of producers and distributors and determines the amount of purchases from each supplier in uncertain conditions. To illustrate the application of the proposed model, a numerical example is solved and results are analyzed.     

Seller’s optimal credit period and replenishment time in a supply chain with up-stream and down-stream trade credits

In practice, a supplier often offers its retailers a permissible delay period M to settle their unpaid accounts. Likewise, a retailer in turn offers another trade credit period N to its customers. The benefits of trade credit are not only to attract new buyers who consider it a type of price reduction, but also to provide a competitive strategy other than introduce permanent price reductions. On the other hand, the policy of granting credit terms adds an additional cost to the seller as well as an additional dimension of default risk. In this paper, we first incorporate the fact that trade credit has a positive impact on demand but negative impacts on costs and default risks to establish an economic order quantity model for the seller in a supply chain with up-stream and down-stream trade credits. Then we derive the necessary and sufficient conditions to obtain the optimal replenishment time and credit period for the seller. Finally, we use some numerical examples to illustrate the theoretical results.     

Retailer’s optimal CSR investment in closed-loop supply chains: the impacts of supply chain structure and channel power structure

4OR - This paper studies the retailer’s optimal corporate social responsibility (CSR) investment decisions in manufacturer-collecting closed-loop supply chains (CLSCs). We establish a...     

Modeling multi-country mortality dependence and its application in pricing survivor index swaps—A dynamic copula approach

This paper introduces mortality dependence in multi-country mortality modeling using a dynamic copula approach. Specifically, we use time-varying copula models to capture the mortality dependence structure across countries, examining both symmetric and asymmetric dependence structures. In addition, to capture the phenomenon of a heavy tail for the multi-country mortality index, we consider not only the setting of Gaussian innovations but also non-Gaussian innovations under the Lee–Carter framework model. As tests of the goodness of fit of different dynamic copula models, the pattern of mortality dependence, and the distribution of the innovations, we used empirical mortality data from Finland, France, the Netherlands, and Sweden. To understand the effect of mortality dependence on longevity derivatives, we also built a valuation framework for pricing a survivor index swap, then investigated the fair swap rates of a survivor swap numerically. We demonstrate that failing to consider the dynamic copula mortality model and non-Gaussian innovations would lead to serious underestimations of the swap rates and loss reserves.     

A feedback nash equilibrium solution for non–cooperative innovations in a stochastic differential game framework

In this paper, a stochastic model of non–cooperative technological innovations is developed. A feedback Sash equilibrium solution is obtained and the equilibrium innovation strategies are derived in explicit form. Several interesting properties of the equilibrium strategies are observed. On the one hand, an increase in the degree of competition in the industry, in the discount rate or in the state of technologyreduces innovation efforts. On the other hand, an increases the rate of degradation of the state of technology due to obsolescence results in an increase in innovation investment. While an increase in uncertainty reduces the expected present value of present and future discounted profits innovation efforts increase as uncertainty increases     

Does cooperation in auditing matter? A comparison of a non-cooperative and a cooperative game model of auditing

A game model of auditing including internal control investigation and substantive testing is analysed as a non-cooperative game. It is shown that in order for the presumed socially desirable outcome of high and honest effort by all to be obtained, it is necessary to adjust the cost structure to ameliorate the costs of not-qualifying erroneous accounts if the auditor can prove he or she has worked hard. Comparison with a cooperative game analysis of the model shows that there is a region of parameters where both cooperative and non-cooperative versions of the game lead to this socially desirable outcome. The significance of this result is that whilst society expects an ‘independent’ auditor not to cooperate with the auditee, the practical realities of auditing require a considerable degree of cooperation. This leads to an ‘expectations gap’ between what society expects and what actually happens, except in those cost regions where both the cooperative and non-cooperative versions of the audit game lead to the same solution.     

Modeling the synergy level in a vertical collaborative supply chain through the IMP interaction model and DEA framework

This work develops a mathematical programming model that characterizes the main variables present in the interaction dynamics of each agent in a collaborative vertical logistical system, such as a supply chain, and measures the synergy level of such system. The model is based on the interaction model developed by the IMP (Industrial Marketing and Purchasing) group and also on the DEA (Data Envelopment Analysis) framework. The basics of these two approaches allow modeling of the characteristics of an agent as well as the collaborative relationships with other agents within the chain. The model was validated using information of supply chain of leather and its products, classified by DANE (Departamento Nacional de Estadistica—Colombia) as the sector CIIU323.