Motivated by the widespread adoption of corporate social responsibility (CSR), we investigate a socially responsible e-commerce supply chain where the E-platform owns a store brand product and supports online sales of the manufacturer’s product under agency selling or reselling. The socially responsible firm has a mixed objective of its profit and consumer surplus. We explore how the firms’ CSR concern affects their decisions and economic performance. Our results contradict conventional wisdom which suggests that a firm has to sacrifice profitability to achieve social responsibility and that a firm’s CSR concern benefits its supply chain partner. Instead, we show that under agency selling, the E-platform’s concern on consumers can improve its own profit while harming the manufacturer’s profit. Furthermore, when both firms are socially responsible, their consumer concern can improve their profits simultaneously under reselling, leading to a “doing well by doing good” effect. As horizontal or vertical differentiation between the two products increases, this effect is more likely to be realized. Regarding firms’ sales mode preferences, in a traditional for-profit supply chain, agency selling is the only mode preferred by both parties. However, in a socially responsible supply chain, they can achieve preference alignment under either agency selling or reselling.

中文翻译：

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具有社会责任感的电子商务供应链：销售模式偏好和店铺品牌介绍


在企业社会责任 （CSR） 广泛采用的推动下，我们调查了具有社会责任感的电子商务供应链，其中电子平台拥有商店品牌产品，并支持通过代理销售或转售方式在线销售制造商的产品。这家具有社会责任感的公司对其利润和消费者剩余有着混合的目标。我们探讨了公司的企业社会责任关注如何影响他们的决策和经济表现。我们的结果与传统观点相矛盾，传统观点认为公司必须牺牲盈利能力才能实现社会责任，而公司的企业社会责任关注使其供应链合作伙伴受益。相反，我们表明，在代理销售下，电子平台对消费者的关注可以提高自己的利润，同时损害制造商的利润。此外，当两家公司都具有社会责任感时，他们的消费者关注可以在转售的同时提高他们的利润，从而产生“通过做好事来做好事”的效果。随着两种产品之间的水平或垂直差异增加，这种效果更有可能实现。关于公司的销售模式偏好，在传统的营利性供应链中，代理销售是双方唯一首选的模式。然而，在对社会负责的供应链中，他们可以通过代理销售或转售来实现偏好一致。