The purpose of this paper is to model and compare the performance of online dual-channel supply chain configurations comprising of a Manufacturer and an E-tailer and to identify the optimal configuration under the assumption that demand is both price and lead time sensitive. The study considers two distinct online dual-channel formats, viz. (i) E-tailer–direct online channel (DOC) of the Manufacturer and (ii) E-tailer and an Agency Channel (e-marketplace) of the Manufacturer. The competition between the channels has been modelled with the help of game theory and optimal decisions of the channel members were derived from equilibrium analysis. Further, a numerical analysis was carried out to quantify the optimal decisions and to derive the managerial insights. The study finds that E-tailer–DOC configuration is beneficial for the Manufacturers compared to E-tailer–Agency Channel configuration in the case of products for which customers’ price sensitivity is higher than the lead time sensitivity. However, the Manufacturer is gainful by choosing E-tailer–Agency Channel configuration over E-tailer–DOC configuration in the case of products having higher lead time sensitivity.

本文的目的是对由制造商和电子零售商组成的在线双渠道供应链配置的性能进行建模和比较，并在需求对价格和交货时间敏感的假设下确定最佳配置。该研究考虑了两种不同的在线双通道格式，即。 (i) 电子零售商——制造商的直接在线渠道 (DOC) 和 (ii) 电子零售商和制造商的代理渠道（电子市场）。借助博弈论对渠道之间的竞争进行建模，并通过均衡分析得出渠道成员的最优决策。此外，还进行了数值分析，以量化最佳决策并得出管理见解。研究发现，在产品的客户价格敏感度高于交货时间敏感度的情况下，与电子零售商-代理渠道配置相比，电子零售商-DOC 配置对制造商有利。然而，在产品交货时间敏感度较高的情况下，制造商可以通过选择电子零售商-代理渠道配置而不是电子零售商-DOC 配置来获得收益。