Abstract
With the rise of information technology and social media, customers’ desire for personalized products has gained attention from merchants. They have adjusted production and marketing strategies to encourage individualization and gather customer information for more targeted promotions. We studied product customization and advertising decisions in a dual-channel supply chain, analyzing both decentralized and centralized decision-making scenarios. Our research found that when demand for customized products is low, but demand for standard products is high, it is most beneficial for both sides of the supply chain to make decisions. Additionally, cooperative advertising can improve supply chain performance, and centralized decision-making yields greater profits than decentralized decision-making. These findings can inform retailers’ participation in cooperative advertising and manufacturers’ promotion of customized products.
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