Modelling pricing, vertical co-op advertising and quality improvement in a non-cooperative three-echelon supply chain using game theory approach

2019 ◽  
Vol 53 (5) ◽  
pp. 1937-1965
Author(s):  
Razieh Shoeleh ◽  
Mehdi Seifbarghy ◽  
Davar Pishva
Keyword(s):  
Game Theory ◽  
Supply Chain ◽  
Traditional Approach ◽  
Theory Approach ◽  
Market Demand ◽  
Equilibrium Solutions ◽  
Decision Variables ◽  
Product Service ◽  
Cooperation Rate ◽  
Cost Efficient

Vertical cooperative (co-op) advertising is one of the well-known mechanisms for coordination of supply chains. Vertical co-op advertising is a financial agreement in which a member of the chain pays certain percentage (i.e. cooperation rate) of a subsequent member’s advertisement cost. Since increasing the number of echelons and decision variables in supply chain problems increase the modelling and computational complexity, most researchers study vertical co-op advertising in a two-level supply chain including a manufacturer and a retailer. This paper investigates the problem by considering price and quality levels as additional decision variables in a three-echelon supply chain consisting of one supplier, one manufacturer, and one retailer. The ultimate goal is to show supply chain managers the importance of product quality as well the role of local advertisement in positively influencing market demand on top of the traditional approach of speed and efficiency optimization. Using game theory approach, power of the manufacturer is assumed to be higher than or equal to those of others in the chain. Five different relationships between players are considered in five non-cooperative games (named as G1–G5) and equilibrium solutions are extracted for each. The results show that the manufacturer prefers to play Stackelberg with the retailer and the supplier rather than be in conflict with them in Nash game. Such preference can lead manufacturer towards high quality and cost-efficient product/service via efficient advertisement in our complex network of business firms.

scholarly journals Decision and Coordination in a Dual-Channel Three-Layered Green Supply Chain

Symmetry ◽  
2018 ◽  
Vol 10 (11) ◽  
pp. 549 ◽  
Author(s):  
Zilong Song ◽  
Shiwei He ◽  
Baifeng An
Keyword(s):  
Sustainable Development ◽  
Supply Chain ◽  
Environmental Performance ◽  
Fresh Produce ◽  
Green Supply Chain ◽  
Market Demand ◽  
Equilibrium Solutions ◽  
Sustainable Performance ◽  
Dual Channel ◽  
Social And Environmental Performance

This paper investigated, for the first time, the game and coordination of a dual-channel, three-layered, green fresh produce supply chain, with regard to its economic, social, and environmental performance. Considering that the market demand is dual-channel priced and sensitive to the degree of greenness and the freshness-level, four game models, under different scenarios have been established. These included a centralized scenario, a decentralized scenario, and two contractual scenarios. The equilibrium solutions under the four scenarios were characterized. From the perspective of a sustainable development, the economic, social, and environmental performance of the supply chain was analyzed. To enhance the supply chain performance, two contract mechanisms were designed and the conditions for a multi-win outcome were obtained. Accordingly, many propositions and management implications were provided. The results showed that, (1) compared to the centralized supply chain case, the performance of the decentralized supply chain case is inferior; (2) in addition to increasing the concentration of the supply chain decisions, the two contracts proposed can effectively coordinate the green supply chain and improve its sustainable performance; and (3) the performance of the supply chain is positively driven by the consumers’ sensitivity to greenness degree and the freshness level of fresh produce. This paper fills a research gap and helps the participants of the channel recognize the operational decision principle of a complex green supply chain, in order to achieve a higher and a long-term sustainable-development performance.

scholarly journals How Does Licensing Remanufacturing Affect the Supply Chain Considering Customer Environmental Awareness?

2019 ◽  
Vol 11 (7) ◽  
pp. 1898 ◽  
Author(s):  
Zongbao Zou ◽  
Fan Wang ◽  
Xiaofan Lai ◽  
Jingxian Hong
Keyword(s):  
Game Theory ◽  
Supply Chain ◽  
Closed Loop ◽  
New Products ◽  
Environmental Awareness ◽  
Third Party ◽  
Technology Licensing ◽  
Theory Approach ◽  
Potential Threat ◽  
Closed Loop Supply Chain

As sustainability issues are receiving increasing attention in society, in recent years many manufacturers have been adopting remanufacturing via technology licensing. This paper uses a game theory approach to investigate this strategy of a manufacturer under a closed-loop supply chain consisting of one supplier, one manufacturer, and one third-party remanufacturer (TPR), with the consideration of customer environmental awareness. In particular, the supplier supplies the components to the manufacturer and the manufacturer adopts technology licensing remanufacturing via the TPR. We explicitly characterize the reactions between the supplier and the manufacturer as being in equilibrium after adopting the technology licensing. We find that only when remanufacturing is a potential threat to the supplier is the performance of the supply chain improved and the double marginalization effect effectively eliminated. Moreover, remanufacturing by technology licensing only increases the profit of the manufacturer, but decreases the profit of the supplier. Interestingly, contrary to traditional wisdom, the existence of remanufactured products does not reduce the quantity of new products. Furthermore, remanufacturing by technology licensing may not always improve the environment, but customers in the market have environmental awareness that facilitates remanufacturing.

scholarly journals A Green Supply-Chain Decision Model for Energy-Saving Products That Accounts for Government Subsidies

2019 ◽  
Vol 11 (8) ◽  
pp. 2209 ◽  
Author(s):  
Jian Xue ◽  
Ruifeng Gong ◽  
Laijun Zhao ◽  
Xiaoqing Ji ◽  
Yan Xu
Keyword(s):  
Game Theory ◽  
Decision Making ◽  
Supply Chain ◽  
Energy Conservation ◽  
Social Welfare ◽  
Energy Saving ◽  
Revenue Sharing ◽  
Green Supply Chain ◽  
Market Demand ◽  
Government Subsidies

Government subsidies are a common policy adopted to promote energy conservation and emission reduction. The decision-making that occurs within the green supply chain for energy-saving products under government subsidies is an area of great academic interest and game theory is becoming a popular tool in such research. In this paper, we examined centralized and decentralized decision-making models for the green supply chain and a coordinated decision-making model for revenue-sharing contracts based on game theory. We studied the effects of government subsidies on retail prices, energy conservation levels, market demand, supply chain profits, and social welfare for energy-saving products. We then compared the effectiveness of the three models using a numerical example. Our results revealed the range of contract parameters for which manufacturer and retailer profits increase. Our results show that government subsidies can significantly improve social welfare and promote the improvement of energy-saving products. Centralized decision-making generates higher profits than decentralized decisions and government subsidies were positively correlated with the level of energy conservation, product prices, and market demand. Revenue sharing contract coordination decisions can coordinate the supply chain and achieve the same effect as centralized decisions.

A game theory approach in seller–buyer supply chain

2009 ◽  
Vol 195 (2) ◽  
pp. 442-448 ◽  
Author(s):  
M. Esmaeili ◽  
Mir-Bahador Aryanezhad ◽  
P. Zeephongsekul
Keyword(s):  
Game Theory ◽  
Supply Chain ◽  
Theory Approach

scholarly journals Optimal strategies of a dual-channel green supply chain with recycling under retailer promotional effort

2021 ◽  
Author(s):  
Brojeswar Pal ◽  
Amit Sarkar
Keyword(s):  
Supply Chain ◽  
Raw Materials ◽  
Optimal Strategies ◽  
Stackelberg Games ◽  
Market Demand ◽  
Green Innovation ◽  
Nash Game ◽  
Promotional Effort ◽  
Dual Channel ◽  
Decision Variables

Due to the hugely populated world, recycling of the used products has become the most significant perspective in e-commerce. The scientists have been exploring how increases the degree of recyclability and the green innovation level. This paper considers a supply chain with a manufacturer, a retailer, a supplier, and a collector. The manufacturer can increase or decrease the level of green innovation by changing the quality of raw materials. He sells them through his direct channel as well as the retailer's traditional channel. The retailer enforces the strategy promotional effort for enlarging his market demand. After Formulating the problem, the strategies in collector-led, supplier-led, collector-supplier Nash, and collector-supplier-retailer Nash game are studied under manufacturer Stackelberg games along with the centralized policy. The parameters' sensitivity has been analyzed to the profit and decision variables and then draw significant managerial insights. The model declares the optimal strategies for each player as well as the chain. It is achieved that the higher level of green innovation and promotional effort always increases all the profits. The optimal pricing decisions be lowest under the Collector-Supplier Nash game.

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