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THE IMPACTS OF MANUFACTURERS’ DIRECT CHANNELS ON
COMPETITIVE SUPPLY CHAINS
by
Liang Han
A Dissertation Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
May 2012
Copyright 2012 Liang Han
Object Description
| Title | The impacts of manufacturers' direct channels on competitive supply chains |
| Author | Han, Liang |
| Author email | han.miracle@gmail.com;han.miracle@gmail.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshal School of Business |
| Date defended/completed | 2012-03-27 |
| Date submitted | 2012-04-26 |
| Date approved | 2012-04-26 |
| Restricted until | 2012-04-26 |
| Date published | 2012-04-26 |
| Advisor (committee chair) | Sosic, Greys |
| Advisor (committee member) |
Nazerzadeh, Hamid Cheng, Harrison |
| Abstract | We investigate a competitive dual-channel supply chain with one manufacturer and one retailer. In the first part, we study the pricing strategies made by the manufacturer and the retailer. In order to characterize the market interaction, we introduce two essential sets of parameters, absolute demand coefficients and channel differentiation coefficients. Both sets of parameters are critical for identification of the optimal channel selection and pricing strategies in the centralized and decentralized systems. In a vertically integrated system, the decision maker has to make tradeoffs between cannibalization and larger potential market demand. We also note that cost differences, rather than the cost magnitudes, are important in deciding optimal channel choices and pricing strategies. In the decentralized system, the manufacturer can compete with the retailer by using her own online stores, while the retailer can use physical stores, online stores, or both. We characterize the conditions under which the retailer prefers a single channel over dual channels, and under which the manufacturer chooses to enter the market. We also investigate the pricing strategies used by the two players. The manufacturer can use the wholesale price and the online price to influence the prices set by the retailer. When the competition level is small, the manufacturer may reduce the wholesale price and give the retailer more freedom in choosing optimal pricing strategies, which benefits both players. When the competing channels are much more substitutable, the manufacturer faces an increased threat from the retailer's stores. As a result, she may use both prices to compete with the retailer and even start price wars, which can hurt both parties. ❧ In the second part, we investigate the impact of capacity investment and allocation in a competitive manufacturer-retailer supply chain system. The manufacturer makes products and sells through both his own channel and the retailer. Given exogenous selling prices, we analyze the equilibrium quantity strategies made by the manufacturer and the retailer. Faced with different types of production cost structures and additional penalty costs, the manufacturer may not always allocate products to both the retailer and himself. Moreover, even when the manufacturer chooses to deliver products to the retailer, he may only fulfill the order partially. Compared to the efficient centralized system, the manufacturer would like to over-allocate products to both channels and the retailer is more likely to over-order in many situations. In order to resolve these issues, we develop contracts that can coordinate the decentralized competitive supply chain. |
| Keyword | supply chain; direct channel; capacity; pricing; coordination |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Han, Liang |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-HanLiang-653.pdf |
Description
| Title | Page 1 |
| Full text | THE IMPACTS OF MANUFACTURERS’ DIRECT CHANNELS ON COMPETITIVE SUPPLY CHAINS by Liang Han A Dissertation Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) May 2012 Copyright 2012 Liang Han |
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