Manufacturer's Strategy Research Articles

Selection of Live‐Streaming Sales Methods for the Manufacturer and Streamer: The Role of the MCN Institution

ABSTRACTTo cater to consumer shopping habits and stimulate demand, manufacturers increasingly sell products through live streaming. However, challenges remain in selecting the most suitable live‐streaming sales model. Additionally, it is also worth paying attention to whether the streamer chooses to sign with multi‐channel network (MCN) institutions. Based on this, we have studied three live streaming sales methods: manufacturer‐exclusive live streaming, unsigned streamer live streaming, and signed streamer live streaming. Firstly, the supply chain system involving the manufacturer, streamer, MCN institution, and live‐streaming platform was constructed. Secondly, equilibrium results were obtained under different methods, and an analysis was conducted on the strategic choices and preferences of various parties regarding live‐streaming sales methods. Finally, we further consider the manufacturer's strategy choices when facing streamers with different traffic levels and discuss the pure commission model in this research. The main findings are as follows: (i) The key to achieving the win‐win situation for the manufacturer and streamer lies in the slot fee compensation coefficient, the sharing ratio charged by the MCN institution, and the streamer's salary. (ii) The MCN institution should appropriately reduce the sharing ratio to achieve cooperation with the manufacturer and streamer. (iii) The manufacturer will opt for the pure commission model only when the additional commission in this model is lower than the slot fee in the traditional commission model.

Integrated maintenance service and spare parts supply strategy for service-oriented manufacturers with partially unknown information

Integrated maintenance service and spare parts supply strategy for service-oriented manufacturers with partially unknown information

Exploring Factors Influencing E-Bike Adoption Among Filipino Commuters: An Integrated Diffusion of Innovation and Technology Acceptance Model

This study examines the factors influencing the behavioral intention and usage behavior of e-bikes in Metro Manila and the National Capital Region (NCR) using constructs from the Diffusion of Innovation (DOI) theory, the Technology Acceptance Model (TAM), and external variables such as government policies, infrastructure, social influence, and public awareness. A cross-sectional survey of 340 respondents was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to explore the relationships among these constructs. The results indicate that perceived usefulness (PU), perceived ease of use (PEOU), social influence, and public awareness significantly affect behavioral intention, which strongly predicts e-bike usage behavior. Infrastructure also positively impacts ease of use, while trialability enhances perceived usefulness. However, the relationships between government policies and perceived usefulness, as well as between trialability and ease of use, were insignificant, reflecting contextual limitations in the Philippine setting. The findings highlight the importance of behavioral intention as a primary driver of e-bike adoption. To address barriers, practical recommendations include expanding bike lanes, implementing e-bike sharing systems, strengthening government incentives, and launching public awareness campaigns that highlight the benefits of e-bikes, such as cost savings and environmental sustainability. This study also contributes to theory by integrating DOI and TAM frameworks, offering a comprehensive understanding of e-bike adoption in developing urban settings. These insights provide actionable strategies for policymakers, manufacturers, and stakeholders to promote sustainable transportation in the Philippines and similar contexts.

Patents in window manufacturing: the 1970s block-system

In 1974, the company Götz from Deggendorf, Germany, launched a new aluminium window construction on the market, known as window-block-system. Its striking features were a concealed window vent, invisible from the outside regardless of its opening type, and an extremely narrow face width of the external outer frame. The system combined favourable climatic properties and sophisticated design requirements. For this invention, Götz secured extensive industrial property rights. However, a look at the contemporary window market shows a similar design previously filed for patent by the Munich-based company Schöninger, and a predecessor for both inventions can be found at the end of the 1960s. The following analysis of window-block-designs from the 1960s to 1980s reveals that numerous manufacturers created supposedly new but rather similar products and were economically successful both with and without property rights. Learning from the exemplary case of window-block-systems, the paper discusses the industrial property rights strategy of various window manufacturers as well as their inventorship and the role and relevance of patents and utility models for innovation in the building sector.

Application of Evolutionary Game to Analyze Dual-Channel Decisions: Taking Consumer Loss Aversion into Consideration

Manufacturers and consumers are boundedly rational and ultimately seek evolutionarily stable strategies through trial and error, imitation, and learning. It is important to study the pricing strategies of manufacturers and the purchasing channel decisions of consumers in the context of increasingly fierce competition in online channels, in addition to consumers’ loss aversion due to increasingly confusing promotional strategies; accordingly, in this paper, an evolutionary game including both parties is constructed, and the loss aversion factor from prospect theory is introduced. Based on data from Chinese media reports on the cosmetics industry, simulation and sensitivity analyses were conducted using Matlab R2024a. The results indicate that—in addition to channel services affecting the evolutionarily stable strategy for purchasing channel selection—a decrease in consumer loss aversion will help consumers reach the evolutionarily stable strategy faster. For manufacturers, channel services do not affect their evolution to a unified pricing strategy; however, when consumer loss aversion increases, manufacturers’ evolutionarily stable strategy will shift from a unified pricing strategy to a differentiated pricing strategy.

Research and Analysis on the Distribution Strategy of Manufacturers in Dual-Channel Supply Chain

Research and Analysis on the Distribution Strategy of Manufacturers in Dual-Channel Supply Chain

Analysis of the Interactive Game Between Manufacturers and Retailers Considering the Free-Riding Effect on the Internet

Against the backdrop of an increasingly sound supply chain system and thriving e-commerce, it is becoming increasingly common for retailers to introduce their own brands of products and for manufacturers to open up direct online sales channels. The existence of these two supply chain decisions is complex and involves interactions. Moreover, the introduction of online direct sales channels will bring about differences in prices and service quality between channels, resulting in a free-riding effect on the internet. However, existing related research rarely considers the role of network free-riding effect in this supply chain system. This article integrates the network free-riding effect into the supply chain model by setting the network free-riding rate. According to whether retailers introduce their own brand products and manufacturers open up online direct sales channels, four supply chain scenarios are formed, and the reverse recursion method is used to obtain the profit functions for each of these four scenarios. Then, a Stackelberg game model is established to determine the response strategies of manufacturers and retailers based on the changes in profits of manufacturers caused by retailer decisions and the changes in profits of retailers caused by manufacturer decisions. Through analysis, it was discovered that a key factor affecting decision-making within the supply chain system is the retailer’s channel advantage. When the channel advantage of retailers is strong, manufacturers will open up online direct sales channels to weaken the channel advantage of retailers. Retailers will not introduce their own brand products but are more inclined to cooperate with manufacturers. When the channel advantage of retailers is weak, retailers will attract consumers and consolidate their channel advantage by introducing high-quality, low-priced private label products, while manufacturers will maintain cooperation with retailers and adopt a strategy of not opening up online direct sales channels. We also analyzed the Nash equilibrium state under different channel advantages of retailers.

PROSPECTS FOR THE DEVELOPMENT OF THE PET FOOD MARKET IN UKRAINE

The article examines current challenges and prospects for the development of the pet food market in Ukraine during the war. The main problems of the market include: disruption of logistics, supply and difficulties with the delivery of raw materials and finished products; limited availability of foreign raw materials, on which most feed producers depend; reduced purchasing power of the population, which forces some consumers to switch to more affordable feed or even to alternative types of pet food. Rising prices due to economic instability and declining incomes put additional pressure on the market, limiting growth opportunities. The general dynamics of sales in the Ukrainian cat and dog food market was analyzed, which showed a steady increase in sales of pet food in Ukraine from 2018 to 2021. However, starting in 2022, there was a sharp slowdown in growth rates, and in 2023, a slight decline was even recorded. This indicates that the full-scale war in Ukraine has had a significant impact on the pet food market. The reasons for the growth of the feed market in Ukraine in 2024 and the main trends observed are the growing responsibility of pet owners and the formation of a culture of attitude towards animals, which is not only to provide them with quality food; the domestic feed market is not much different from the markets of Eastern Europe and already has about 100 different brands; people want to buy the product in convenient packaging, which makes adjustments to the usual strategies of manufacturers; in Ukraine, sales have somewhat shifted to online shopping. In 2023, we see a positive trend in online sales, which is one third higher than last year. In 2023, online sales reached 4434 tons and UAH 331 million excluding VAT. In general, online channels are growing faster than physical channels year after year, and this trend has continued. Ukrainian companies should focus on is expanding the range of pet food in the middle price category, as 75% of respondents choose a product based primarily on its price. Given the growing demand for pet food produced by Ukrainian producers globally, and the fact that every tenth ton is exported abroad, we believe that Ukrainian companies should increase the supply of all types of pet food to international markets and consider entering new markets, particularly in Northern Europe.

More cost-effective strategy for 3D printing: technology upgrading or material recycling?

PurposeThis study addresses the challenge of generating material waste from support structures in 3D printing manufacturing and aims to explore more cost-effective manufacturing strategies for 3D printing manufacturers by considering two strategies: technology upgrading and material recycling.Design/methodology/approachThis study examines the optimal decisions for manufacturers under each scenario (including a benchmark model and models for the two strategies) and explores the most profitable strategy by comparing the optimal profits of the manufacturer and analyzing the impact of key factors.FindingsThis study reveals that the choice of the optimal manufacturing strategy depends on the cost coefficient of technological effort and the fixed cost associated with introducing material recycling. In addition, it finds that material recycling is particularly effective in enhancing consumer surplus.Practical implicationsThe analysis provides an important basis for decision-making for 3D printing manufacturers considering technology upgrading and material recycling, which can not only enhance economic benefits but also contribute to the sustainable advancement of 3D printing technology.Originality/valueTo the best of the authors’ knowledge, this study is the first to focus on the adverse effects of support structures in 3D printing manufacturing and systematically explore the economic feasibility of improving this issue through both technology upgrading and material recycling.

Research on the recommendation strategy of dual-channel manufacturers for hybrid e-commerce platforms

IntroductionIn the context of hybrid e-commerce platforms with reselling mode and agency mode, this study considers the issue of channel management by manufacturers through recommendation strategies.MethodsFor three dual-channel structures composed of e-commerce platforms, manufacturers, and third-party retailers, game models were constructed for manufacturer’s non-recommendation, differentiated recommendation, and indiscriminate recommendation scenarios to investigate the optimal recommendation strategy for manufacturers.Conclusion(1) For different dual-channel structures, compared to scenarios without recommendations, it is not always profitable for manufacturers to adopt a recommendation strategy as recommended parties may not necessarily gain higher profits from recommendations. (2) The optimal recommendation strategy for manufacturers is influenced by channel structure, commission rates, and relative scale in the recommended market. Recommending direct sales channels is the preferred choice for manufacturers with a higher relative scale in the recommended market prompting them to recommend all channels to consumers. (3) Numerical simulations reveal that retail prices, total market demand, and supply chain profits are positively correlated with relative scale within the recommended market. Additionally, any recommendation strategy can increase demand for recommended parties as well as overall supply chain profit levels.

Platform or Third‐Party Service Provider? An Analysis of Logistics Mode Selection Strategy for Manufacturers in E‐Commerce Supply Chains

ABSTRACTIn recent years, the rise of e‐commerce has led to the dominance of some platforms in the market. Both these platforms and third‐party logistics providers are now offering online logistics services. Under this context, the brand manufacturers face challenges of deciding whether to outsource their logistics needs to third‐party logistics service providers (LSPs), rely on the e‐commerce platform itself, or establish collaborative partnerships with them. The combination between the decision to outsource or cooperate and the choice of service providers yields four typical scenarios: outsourcing to the platform without cooperation (Case PB), outsourcing to the platform with cooperation (Case P), outsourcing to the LSP without cooperation (Case LB), and outsourcing to the LSP with cooperation (Case L). This paper proposes a game‐theoretic model to investigate the manufacturer's optimal selection of logistics mode. We examine the economic and environmental performances of four logistics modes, with a particular emphasis on the mutual benefits and costs shared between manufacturers and their logistics partners. Our results reveal that collaboration in sustainable logistics improvement leads to higher sustainability levels, augmented logistics fees, and increased sales volumes compared to noncollaborative strategies. Additionally, we find that outsourcing to the e‐commerce platform generally results in higher profits and superior environmental performance for manufacturers, contingent upon the sustainability enhancement being sufficiently effective. Empirical evidence from surveys and interviews with industry experts supports our theoretical findings, underscoring the critical role of collaboration in achieving both economic and environmental sustainability within the supply chain. This study contributes to the literature on logistics outsourcing by evaluating manufacturers' strategic decisions in selecting logistics modes and accentuates the importance of cooperation in advancing sustainable logistics practices.

Can feature removal benefit the automotive manufacturers amid supply shortages? An analytical investigation

Can feature removal benefit the automotive manufacturers amid supply shortages? An analytical investigation

Understanding User Intention to Adopt Augmented Reality Head-Up Display: A Study Based on Design Factors

Augmented Reality Head-Up Display (AR-HUD) is designed to engender immersive experiences and possess vast potential in enhancing vehicular safety. In the context of advancing digital technologies, the intention to use such innovations represents a significant field of study. Drawing on the Perceived Value Theory and the Stimulus-Organism-Response (S-O-R) framework, this study formulates a model to evaluate user intentions regarding the use of automotive Augmented Reality Head-Up Display (AR-HUD). This model integrates design elements, including user interface attractiveness, sense of presence, controllability, and responsiveness, along with perceived utilitarian and hedonic values. Through Structural Equation Modeling (SEM) of 230 valid questionnaire results, the analysis identifies both utilitarian and hedonic values as pivotal in influencing AR-HUD adoption, with utilitarian value being preeminent. Additionally, it is evidenced that design attributes influence the usage intention via perceived utilitarian and hedonic values. Consequently, this study presents design strategies for auto manufacturers and designers aimed at amplifying the advantages of AR-HUD, thus fostering greater user adoption willingness.

Big data service outsourcing and cost-sharing choices for the manufacturer

The proliferation of digital technologies has revolutionized various industries, prompting enterprises to prioritize investment in big data analytics. Despite the associated value, enterprises must carefully assess the cost proposition of such investment. This study models a supply chain with a manufacturer and a retailer, investigating big data investment decisions and strategies of manufacturer as leader across varying scenarios. The results show that: if the manufacturer focus only on the big data service level, it will choose not to outsource. In the case of non-outsourcing, the pre-production big data service level, the pre-sale big data service level and the retailer’s profit are higher, however, the manufacturer’s profit depends on fixed cost. Moreover, the manufacturer has three options: it chooses non-outsourcing if the profits of supply chain members are decreased, it chooses outsourcing without coordination mechanism if only considers maximizing own profit, it chooses outsourcing with coordination mechanism if considers the profits of other members. If outsourcing is considered, the manufacturer can decide its cost-sharing rate according to different situations. When consumers need products with high satisfaction, they will improve the big data service level. And, the increased price is also acceptable to consumers. When consumers pay more attention to low price, appropriately reducing the big data service level can also satisfy consumers. In addition, this paper provides some management inspirations for decision-making and operation of supply chain.

Manufacturers’ digital transformation under carbon cap-and-trade policy: investment strategy and environmental impact

Digital transformation (DX) has become an important strategy for the sustainable development of traditional manufacturers. However, the impact of DX on the environment is still inconclusive, and whether it is beneficial for manufacturers to reduce total carbon emissions remains to be examined. Therefore, based on the carbon cap-and-trade policy, this paper employs a game-theoretic model to study the DX strategies of duopolistic manufacturers and to explore the influence of low-carbon policy on these strategies. Additionally, we compare the total carbon emissions before and after DX implementation by manufacturers, discussing the environmental implications of DX. And we innovatively segment the market into two scenarios: one with a low digital technology level and the other with a high digital technology level. Our research demonstrates that the appropriate DX strategy can not only boost manufacturers’ profits but also enhance their ability to withstand external shocks. In the scenario with a high level of digital technology, manufacturers can achieve greater profits and are more likely to reduce total carbon emissions, resulting in a win-win situation. Sensitivity analysis reveals that an increase in carbon trading prices encourages manufacturers to ramp up their investments, ultimately driving comprehensive DX. This study not only provides decision-making guidance for the DX of manufacturers, but also provides a direction for the government to promote DX and achieve carbon neutralization.

User requirements analysis of new energy vehicles based on improved Kano model

User requirements analysis of new energy vehicles based on improved Kano model

Agency or reselling: optimal return policy in E-commerce retail systems under cap-and-trade regulation

In recent years, the government has issued regulations on environmental protection, carbon emissions, and trading. Enterprises’ environmental awareness has increased, and the operational strategies of manufacturers and platforms have also been affected by environmental regulations. This study considers the interactive effects of agency and reselling contracts between manufacturers and platforms and the cap-and-trade regulation on return policy. Our findings reveal that government-imposed caps on total carbon emissions consistently influence optimal pricing and profits under cap-and-trade regulation, regardless of the presence of a return policy. Additionally, the emission intensity of manufacturers plays a pivotal role in determining the return policy. High manufacturer emission intensity leads decision-makers to provide return services only under specific conditions. Moreover, manufacturers opt for agency contracts when faced with low commission rates, and this threshold is intricately linked to carbon emission intensity, the cap, and the return rate. The government’s ability to adjust the cap enables control over changes in manufacturers’ profits and output, thereby influencing industrial structure and carbon emissions. Manufacturers strategically choose return policies, considering factors such as carbon intensity, return rate, and commission rate. Remarkably, even under cap-and-trade regulations, manufacturers remain inclined to offer returns under optimal conditions.

Complexity Analysis of the Interaction between Government Carbon Quota Mechanism and Manufacturers’ Emission Reduction Strategies under Carbon Cap-and-Trade Mechanism

Based on different carbon quota trading mechanisms, the price and emission reduction strategies of oligopoly manufacturers in the low-carbon market and the government carbon quota mechanism are considered. A dynamic game evolution model of the two oligopoly manufacturers with competitive relations is established. The stability of the equilibrium point of the game model, the price adjustment speed of the decision variable, the impact of carbon emission reduction investment, and the government carbon quota on the system are discussed. Through nonlinear dynamics research, it is found that the advantage of the grandfathering method is that it is conducive to maintaining market stability when the government’s carbon quota decision changes; the advantage of the benchmarking method is that when manufacturers formulate price adjustment strategies, the benchmarking method carbon quota mechanism has a stronger stability range for the market, the manufacturer’s profit price adjustment speed is positively correlated, and the government carbon quota decision and emission reduction investment are also positively correlated. Decision makers need to choose appropriate carbon quota mechanisms and manufacturers’ emission reduction strategies according to actual market changes to maintain supply chain stability.

Low-Carbon Supply Chain Decision-Making and CSR Strategy Evolution Analysis Considering Heterogeneous Consumer Preferences

Decision-making regarding the low-carbon supply chain, considering corporate social responsibility (CSR) and the heterogeneous preferences of consumers, has become an urgent topic to be explored. This paper explores the decision-making problem of a low-carbon supply chain considering the heterogeneous preferences of consumers under different CSR situations, analyzes the influence of important parameters on each equilibrium solution, compares the size relationship of each equilibrium solution under different CSR situations, and verifies the conclusions obtained through numerical simulation. Then, based on the obtained equilibrium solution, a CSR evolutionary game model of the low-carbon supply chain is constructed, and the evolutionary stability strategies of the two sides on the CSR game are solved. Finally, the evolutionary trajectory of the game system is intuitively presented using a simulation method, and the influence of the main parameters on the evolutionary trends of the two sides is analyzed. The findings are as follows: (1) When both manufacturers and retailers undertake CSR, the retail price and wholesale price are their lowest, while carbon emission reduction, total market demand, manufacturer utility, retailer utility, and supply chain total utility are the highest. (2) When a company undertakes CSR, carbon emission reduction, total market demand, manufacturer utility, retailer utility, and supply chain total utility all increase with the increase in the CSR degree of the company and the ratio of the potential scale of low-carbon consumers to the potential scale of ordinary consumers. (3) The evolutionary stability strategy for both manufacturers and retailers is to undertake CSR. In addition, the initial proportion of manufacturers and retailers that undertake CSR, the low-carbon preference of low-carbon consumers, and the increase in the ratio of the potential scale of low-carbon consumers to the potential scale of ordinary consumers can encourage both members of the supply chain to undertake CSR.

Optimizing Online Channels: Exploring the Interplay of E-Commerce in Customer Journey of Smartphone & Gadget Retail

The rise of e-commerce has transformed the global retail industry, including the smartphone and gadget sector. In Indonesia, while online shopping has become more popular due to its convenience, smartphone brands still face challenges. Despite the growth of online platforms, many customers prefer shopping in physical stores, especially after the pandemic. This research aims to understand what drives consumers to shop online for smartphones and gadgets, and to offer insights and strategies for both smartphone manufacturers and e-commerce platforms to boost their online presence and attract more customers. The study addresses key questions about consumer behavior: What motivates people to buy smartphones and gadgets online rather than in-store? How do they perceive their online shopping experience, and what factors affect their satisfaction? What obstacles do they face when shopping online, and how do they overcome them? How do they react to personalized marketing and recommendations? And what drives their loyalty and repeat purchases in the online market? By using the Customer Decision Journey, Marketing Technology, and Porter’s Five Forces analysis, the research identifies important factors like delivery, promotions, store information, and ease of finding product details. The study will provide actionable business solutions and recommendations to help smartphone manufacturers and e-commerce platforms tackle challenges and improve their online market strategies.