2023
DOI: 10.1371/journal.pone.0292736
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Manufacturer invasion and online sales mode strategy considering the level of service quality

Guanxiang Zhang,
Xinping Liu,
Guiping Su

Abstract: This study investigates the decision process of own-brand intrusion by contract manufacturers and their selection of invasion sales modes under the consideration of service quality disparities between brand manufacturers and contract manufacturers. Specifically, the study constructs a three-tier supply chain system comprising a brand manufacturer, a contract manufacturer, and an e-commerce platform. The equilibrium profits under different sales mode combinations are determined by using reverse induction method… Show more

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