Abstract
Recently, consumers' needs are diversified. In Supply Chain Management(SCM), it is difficult to form effective partners in B2B negotiations. Therefore, it is important to analyze negotiation processes that include consumers' behavior. In our research, contract-net protocol is applied into the negotiation process which includes Maximum Likelihood Hierarchical(MLH) model. We propose a new B2B negotiation model and assess the properties of the propose model by simulation experiments. Finally, We confirm the validity of the propose model.
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