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Agency selling or reselling: The role of cause marketing
European Journal of Operational Research ( IF 6.0 ) Pub Date : 2024-08-05 , DOI: 10.1016/j.ejor.2024.07.034
Lin Wei , Shengming Zheng , Shaofu Du , Baofeng Zhang

Cause marketing (CM) is commonly adopted to pursue profit growth or/and achieve corporate social responsibility (CSR). In online retailing, to facilitate CM for the products, e-retailers are increasingly implementing CM programs for the firms that sell products directly to consumers, i.e., suppliers under agency selling mode or themselves under reselling mode. Motivated by this, we examine how CM for the product influences the equilibrium outcomes under the two selling modes and the selling mode preferences of the supply chain members. Our results suggest that CM for the product is beneficial to both the supply chain members but can render the e-retailer to be hurt by a higher agency fee. Significantly, the supplier can prefer agency selling mode only when the agency fee is lower, whereas the e-retailer can prefer it even if the agency fee is lower. As a result of the changes in the selling mode preferences, the CM program can hurt the e-retailer when the selling mode is determined by the supplier. We further consider the cases where either of the supply chain members cares about CSR and fulfills it with CM. The results indicate that the concern for CSR of either of the supply chain members can coordinate their selling mode preferences. Specifically, the concern for CSR of the supplier (e-retailer) can induce them to prefer agency selling mode (reselling mode), thereby eliminating (further exacerbating) the adverse impact of the CM program on the supply chain members.

中文翻译:


代理销售或转售:公益营销的作用



公益营销(CM)通常被用来追求利润增长或/和实现企业社会责任(CSR)。在网络零售中,为了促进产品的CM,网络零售商越来越多地为直接向消费​​者销售产品的企业(即代销模式下的供应商或转售模式下的供应商本身)实施CM计划。受此启发,我们研究了产品的CM如何影响两种销售模式下的均衡结果以及供应链成员的销售模式偏好。我们的结果表明,产品的CM 对供应链成员双方都有好处,但可能会使电子零售商因较高的代理费而受到损害。值得注意的是,只有当代理费用较低时,供应商才会选择代理销售模式,而即使代理费用较低,电子零售商也会选择代理销售模式。由于销售模式偏好的变化,当销售模式由供应商确定时,CM 计划可能会伤害电子零售商。我们进一步考虑供应链成员关心CSR并通过CM履行CSR的情况。结果表明,供应链成员对企业社会责任的关注可以协调其销售模式偏好。具体而言,供应商(电子零售商)对CSR的关注可以促使其偏好代理销售模式(转售模式),从而消除(进一步加剧)CM计划对供应链成员的不利影响。
更新日期:2024-08-05
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