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https://doi.org/10.1016/j.apm.2017.04.041

has been cited by the following article:

• TITLE: Sales Effort and Coordination in an O2O Supply Chain with Two-Period of Marketing

  AUTHORS: Jing Shi

  KEYWORDS: O2O, Supply Chain, Sales Effort, Coordination, Contract, Two-Period Marketing

  JOURNAL NAME: Open Journal of Business and Management, Vol.8 No.3, April 10, 2020

  ABSTRACT: O2O supply chain has been a hot issue worldwide in recent years. This paper studies a two-period marketing problem in an O2O supply chain consisting of a manufacturer and an offline retailer. Besides the offline channel, the manufacturer owns an online channel which markets to the online customers and directs potential customers to the offline retailer. The retailer provides service for both the offline customers and the directed customers from online channel. The centralized and decentralized settings are both analyzed. The sales effort level of the retailer is higher than that of the manufacturer under centralized setting. The service levels of both retailer and manufacturer and supply chain profit under the decentralized setting are lower than that of the centralized setting. This paper finds that a two-way subsidy contract can fully coordinate the supply chain.