Optimal selling strategy in dual-channel supply chains

Abstract

This paper focuses on the rate of consumer's preference for direct channel and the sales cost of the retail channel. By assuming that the supply chain is centralized or decentralized, we construct the mathematical models and analyze the impacts of sales cost and the rate of consumer's preference on the decisions of manufacturer and retailer. Then we offer the optimal strategies for manufacturer and retailer when they are under different situations. © Springer-Verlag Berlin Heidelberg 2013.