The paper studies channel choice decisions in a multi-channel supply chain under a strategy where there is an ex-ante commitment made on the retail price markup. The market demand is uncertain and dependent on the pri...The paper studies channel choice decisions in a multi-channel supply chain under a strategy where there is an ex-ante commitment made on the retail price markup. The market demand is uncertain and dependent on the price and sales efforts. The results show that in any channel structure, when making order decisions the retailer only examines the price ratio and the fluctuation size of random demand, rather than the channel cost and the retailer＇s marketing efficiency. When the retail price rises, the manufacturer is willing to increase inventory quantity for direct sales, because the manufacturer＇s profit margin is higher in direct channel. The increase in demand fluctuation only affects the degree of channel preference but doesn＇t change the manufacturer＇s channel choice. No matter in which level the price ratio is, when the sales efficiency of retail channel is not high or the demand proportion of direct channel is low, the manufacturer and the retailer will be both apt to choose a dual-channel structure. Then adding a direct channel becomes a marketing strategy, rather than a competitor of the retail channel, and helps the supply chain win more market demand.展开更多
Purpose:The article examines the role of digital and,in particular,social media in business-to-business marketing in the international software industry.The authors responded to calls for empirical research on how the...Purpose:The article examines the role of digital and,in particular,social media in business-to-business marketing in the international software industry.The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes,particularly the distribution of complex software solutions.This paper develops a digital framework and discusses the managerial consequences.Design/methodology/approach:The model arises by merging themes derived from literature,experts,and job descriptions.Mixed Methods included conducting semi-structured interviews across marketing,business development,and sales executives from buyers,vendors,and third parties of various industries,supplemented by a survey of 530+executives.Findings:Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital era.Digital media enable vendors to interact continuously with buyers,gather intelligence,and foster mutually beneficial,trustworthy,long-term relationships.The objective is to prompt transactions and secure revenue streams.Research limitations/implications:The outcomes of this research center on North America,Western Europe(including the UK),and DACH(Germany-Austria-Switzerland),affecting the generalizability.Originality/value:The research is novel and bridges several gaps concerning industrial relationships in digitalization:it merges buyer,vendor,and third-party’s perspectives on an international scale.It provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms,the underlying usage motivation,and fundamental B2B processes.Finally,it equips practitioners with metrics to improve performance.展开更多
文摘The paper studies channel choice decisions in a multi-channel supply chain under a strategy where there is an ex-ante commitment made on the retail price markup. The market demand is uncertain and dependent on the price and sales efforts. The results show that in any channel structure, when making order decisions the retailer only examines the price ratio and the fluctuation size of random demand, rather than the channel cost and the retailer＇s marketing efficiency. When the retail price rises, the manufacturer is willing to increase inventory quantity for direct sales, because the manufacturer＇s profit margin is higher in direct channel. The increase in demand fluctuation only affects the degree of channel preference but doesn＇t change the manufacturer＇s channel choice. No matter in which level the price ratio is, when the sales efficiency of retail channel is not high or the demand proportion of direct channel is low, the manufacturer and the retailer will be both apt to choose a dual-channel structure. Then adding a direct channel becomes a marketing strategy, rather than a competitor of the retail channel, and helps the supply chain win more market demand.
文摘Purpose:The article examines the role of digital and,in particular,social media in business-to-business marketing in the international software industry.The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes,particularly the distribution of complex software solutions.This paper develops a digital framework and discusses the managerial consequences.Design/methodology/approach:The model arises by merging themes derived from literature,experts,and job descriptions.Mixed Methods included conducting semi-structured interviews across marketing,business development,and sales executives from buyers,vendors,and third parties of various industries,supplemented by a survey of 530+executives.Findings:Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital era.Digital media enable vendors to interact continuously with buyers,gather intelligence,and foster mutually beneficial,trustworthy,long-term relationships.The objective is to prompt transactions and secure revenue streams.Research limitations/implications:The outcomes of this research center on North America,Western Europe(including the UK),and DACH(Germany-Austria-Switzerland),affecting the generalizability.Originality/value:The research is novel and bridges several gaps concerning industrial relationships in digitalization:it merges buyer,vendor,and third-party’s perspectives on an international scale.It provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms,the underlying usage motivation,and fundamental B2B processes.Finally,it equips practitioners with metrics to improve performance.
