Pricing and Sales Effort Decisions in a Closed-Loop Supply Chain Considering the Network Externality of Remanufactured Product

Abstract

Considering the network externality of remanufactured product, this paper develops the Stackelberg game models in a closed-loop supply chain (CLSC) consisting of an original equipment manufacturer (OEM) and a retailer with dual sales channel under three scenarios, i.e., no sales effort (Model N), the retailer exerting sales effort (Model R) and the OEM exerting sales effort (Model M). The study investigates the pricing and sales effort decisions for CLSC members. The results show that: (1) Compared with no sales effort, the sales effort behavior can always improve the profits of the OEM and entire CLSC. The retailer’s profit can be improved in Model R, so OEM exerting sales effort could cause a loss for the retailer and the sales effort behavior can promote the sales of remanufactured products and further cannibalize the new product market. (2) Model M is more favorable to improve the profits of the OEM and entire CLSC, while the retailer prefers Model R. Model M is more beneficial for boosting the sales of remanufactured products. (3) As the network externality/consumer’s sensitivity of sales effort becomes more obvious, CLSC members exert more sales effort, and the OEM exerts more sales effort compared to the retailer. (4) Only when the retailer’s sales effort cost is much lower than the OEM sales effort cost is it that OEM could obtain more profit when the retailer exerts sales effort; then, the win-win situation between OEM and the retailer is achieved.