Exclusivity or Competitor Retail? Impacts of Channel Structures on Multinational Supply Chains considering Green Manufacturing

Abstract

The development of green supply chains by multinational manufacturers (MNMs) in emerging markets promotes a better corporate reputation and competitive advantage. Selecting viable marketing channels will help reduce risks in overseas markets while positively impacting the green level and the stakeholders. This paper analyzes channel decisions under different scenarios in a game analytical framework and identifies that both exclusive and competitive channels promote the green supply chain, and that the latter leads to a higher green level and benefits the local manufacturer. Whatever profit-seeking or corporate social responsibility- (CSR-) seeking follows, the MNM prefers the competitive channel when the green research and development (R&D) investment coefficient is relatively low and vice versa for the exclusive channel. Moreover, transaction cost undermines the green supply chain, the competitive structure lowers the loss of greenness, and the exclusionary mode raises the MNM’s profits. Another interesting finding is when subsidies are offered by the importing country, the competitive structure is more conducive to the green and the participant’s gains, while the exclusive structure is detrimental to the green and only advantageous for the domestic manufacturer’s benefits. Besides, the revenue-sharing contract results in a higher green level of the supply chain in the channels than before, but the MNM tends to select the exclusive marketing channel with a relatively lower green level due to the profits. Subject to the findings, we propose an improved revenue-sharing contract that achieves the MNM’s competitive retailing option and ensures the emergence of the manufacturers’ win-win solution.