ピシュバ ダバー
  PISHVA Davar
   所属   立命館アジア太平洋大学  アジア太平洋学部
   職種   教授
言語種別 英語
発行・発表の年月 2019/11
形態種別 論文(学術誌・プロフェショナル誌)
査読 査読あり
標題 Modelling Pricing, Vertical Co-op Advertising and Quality Improvement in a Non-cooperative Three-echelon Supply Chain Using Game Theory Approach
執筆形態 コレスポンディング
掲載誌名 RAIRO Operations Research (RAIRO-Oper.)
掲載区分国外
出版社・発行元 EDP Sciences, ROADEF, SMAI 2019
巻・号・頁 53(5),pp.1937-1965
総ページ数 29
担当範囲 Corresponding author
著者・共著者 Shoeleh, M. Seifbarghy, D. Pishva
概要 Abstract: 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.