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Service sharing, profit mode and coordination mechanism in the Online-to-Offline retail market

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  • Xu, Qi
  • Fu, Guanghua
  • Fan, Dandan

Abstract

How does the sharing economy affect the retail industry? This study investigates the impact of service sharing on the decisions and profits of two profit modes in the Online-to-Offline (O2O) retail market. We find that service sharing always improves the profit of the brand supplier as a service demander in both two profit modes, and improves the profit of the offline franchisee as a service provider in the profit-sharing mode under certain circumstances, but always reduces its profit in the non-profit-sharing mode. This is associated with the double marginalisation effect of the non-profit-sharing mode which leads to channel conflicts. Thus, a service-cost sharing mechanism is introduced to coordinate conflicts and achieve a win-win strategy, thereby improving the performance of the entire O2O supply chain.

Suggested Citation

  • Xu, Qi & Fu, Guanghua & Fan, Dandan, 2020. "Service sharing, profit mode and coordination mechanism in the Online-to-Offline retail market," Economic Modelling, Elsevier, vol. 91(C), pages 659-669.
    • Handle: RePEc:eee:ecmode:v:91:y:2020:i:c:p:659-669
    DOI: 10.1016/j.econmod.2019.12.006
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    Cited by:

    1. Bingbing Cao & Tianhui You & Chunyi Liu & Jian Zhao, 2021. "Pricing and Channel Coordination in Online-to-Offline Supply Chain Considering Corporate Environmental Responsibility and Lateral Inventory Transshipment," Mathematics, MDPI, vol. 9(20), pages 1-30, October.
    2. Moraux, Franck & Phan, Dinh Anh & Vo, Thi Le Hoa, 2023. "Collaborative financing and supply chain coordination for corporate social responsibility," Economic Modelling, Elsevier, vol. 121(C).
    3. Jan Libich & Dat Thanh Nguyen, 2022. "When a compromise gets compromised by another compromise," Australian Economic Papers, Wiley Blackwell, vol. 61(4), pages 678-716, December.

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    More about this item

    Keywords

    O2O supply chain; Profit-sharing mode; Non-profit-sharing mode; Service-cost sharing mechanism; Pareto improvement;
    All these keywords.

    JEL classification:

    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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