Pricing and Producer-Retailer Supply Chain Coordination: A Game Theory Approach
Abstract
Supply chain process is interdependent. Starting from procurement of raw materials, production, distribution, and finally the goods reaching consumers will influence each other. The costs of goods and services will be somewhat impacted by these social habits. Producers and merchants must comprehend these social behaviors in order to properly establish prices and the distribution of goods. This includes determining the prices of goods and services. Offering manufacturers who participate in cooperative advertising schemes money for a percentage of the costs connected with local advertising encourages retailers to launch additional promotional activities. The aim of this research is to investigate how cooperative pricing and advertising can improve supply chain coordination using consumer demand functions. A model based on game theory that takes the dynamics of power in the supply. A series of numerical simulations is presented to illustrate the optimal solution of channel members based on scenarios that illustrate, understand and compare the fundamental results of the game models. The results of this research are that retail price decisions are influenced by the level of competition and product differentiation. The results show that retail margins depend on local ( ) and national ( ) advertising effectiveness values. In addition, retailers can gain greater profits by setting higher prices in conditions of low price elasticity but must consider consumer sensitivity to price to maximize profits.
Downloads
References
Ahmadi, A., & Hoseinpour, P. (2011). A game-theoretic analysis for coordinating cooperative advertising in a supply chain. Journal of Optimization Theory and Applications. 2011;149(1), 138–150.
Ahmadi, A., & Hoseinpour, P. On a cooperative advertising model for a supply chain with one manufacturer and one retailer. European Journal of Operational Research. 2012;219(2), 458–466.
Alirezaei., Amin & KhoshAlhan, Farid. Coordination of pricing and co-op advertising models in supply chain: A game theoretic approach. International Journal of Industrial Engineering Computations 5 (2014) 23–40.
Arshinder., Arun, S., & Deshmukh. Supply chain coordination: Perspectives, empirical studies and research directions, International Journal of Production Econonic. 2008;115(2), 316-335.
Aust, G., & Buscher, U. Cooperative advertising models in supply chain management: A review. European Journal of Operational Research. 2014a;234(1), 1–14.
Bergen, M., & John, G. Understanding cooperative advertising participation rates in conventional channels. Journal of Marketing Research. 1997;34(3), 357–369.
Berger, P. D. Vertical cooperative advertising ventures. Journal of Marketing Research. 1972;9(3), 309–312.
Chen, T.H. Effects of the pricing and cooperative advertising policies in a two-echelon dual-channel supply chain. Computers and Industrial Engineering. 2015;87, 250-259.
Chopra, S. & Meindl, P. Supply Chain Management: Strategy, Planning, and Operation, 4th Edition, Prentice Hall, Inc., New Jersey. 2010.
Dant, R. P., & Berger, P. D. Modelling cooperative advertising decisions in franchising. The Journal of the Operational Research Society. 1996;47(9), 1120–1136.
Ghashghaei, H., & Mozafari, M. A game theoretic approach to coordinate pricing, ordering and co-op advertising in supply chains with stochastic demand. Scientia Iranica. 2019.
Heydari, J. Coordination of Supply Chainusing time-based temporary price discounts. Computers and Industrial Engineering. 2014;75, 96-101.
Huang, Z., & Li, S. X. Co-op advertising models in manufacturer–retailer supply chains: A game theory approach. European Journal of Operational Research. 2001;135(3), 527–544.
Huang, Z., Li, S., & Mahajan, V. An analysis of manufacturer-retailer Coordination of Supply Chainin cooperative advertising. Decision Sciences. 2002;33(3), 469–494.
Jauhari, Wakhid Ahmad., Kamila, Nadya Syafa., & Laksono, Pringgo Widyo. A coordination model for closed-loop supply chain systems with a single manufacturer and retailer. Supply Chain Analytics Volume 4, December 2023, 100051
Karray, Salma., & Ami, Saman. Cooperative advertising in a supply chain with retail competition. International Journal of production Research, 2015;59(9), 1008-1015.
Li, S., Huang, Z., Zhu, J., & Chau, P. Y. K. Cooperative advertising, game theory and manufacturer–retailer supply chains. Omega. 2002;30(5), 347– 357.
Lukitosari V, Subriadi AP. Inventory models for short life cycle clothing products use a logistic growth model. Journal of Physics: Conference Series. 2020 Mar 1;1490(1):012060. Available from: http://dx.doi.org/10.1088/1742-6596/1490/1/012060
Nagler, M. An exploratory analysis of the determinants of cooperative advertising participation rates. Marketing Letters, 2006;17(2), 91–102.
Ramadhanty VD, Subriadi AP, Lukitosari V. Optimal Marketing Strategy of Private Tutoring: An Application of Game Theory. Procedia Computer Science. 2024;234:946–53. Available from: http://dx.doi.org/10.1016/j.procs.2024.03.083
Rzeczyeki, Andrzej. Supply chain decision making with use of game theory. Procedia Computer Science 207 (2022) 3988–3997.
SeyedEsfahani, M., Biazaran, M., & Gharakhani, M. A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer– retailer supply chains. European Journal of Operational Research. 2011;211(2), 263–273.
Simchi-Levi, D., Kaminski, P., & Simchi-Levi, E. Desaigning and Managing The Supply Chain: Concepts, Strategies and C ase Studies, 3rd Edition, Irwin Mc Graw-Hill. 2008.
Song, J., Li, F., Wu, D. D., Liang, L., & Dolgui, A. Coordination of Supply Chainthrough integration of innovation effort and advertising support. Applied Mathematical Modelling, 2017;49, 108–123.
Spengler, J. Vertical integration and anti-trust policy. Journal of Political Economy. 1950;58, 347–552.
Xiao, Tiaojun., Shi, Jing., & Chen, Guohua. Price and leadtime competition, and coordination for make-to-order supply chains. Computers and Industrial Engineering. 2014;68, 23-34.
Xie, J., & Neyret, A. Co-op advertising and pricing models in manufacturer– retailer supply chains. Computers & Industrial Engineering, 2009;56(4), 1375–1385.
Xie, J., & Wei, J. C. Coordinating advertising and pricing in a manufacturer–retailer channel. European Journal of Operational Research. 2009;197(2), 785–791.
Yue, Jinfeng., Austin, Jill., Wang, Min-Chiang., Huang, Zhimin. Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount. European Journal of operational Research. 2006;231(2), 492-502.
Zhang, J., & Chen, J. Coordination of information sharing in a supply chain. International Journal of Production Economics. 2013;143(1), 178–187.
Copyright (c) 2024 KF. Sunny Cahya Utama, Valeriana Lukitosari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) ) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).