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Free riding in a multi‐channel supply chain

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  • Fernando Bernstein
  • Jing‐Sheng Song
  • Xiaona Zheng

Abstract

Free riding in a multichannel supply chain occurs when one retail channel engages in the customer service activities necessary to sell a product, while another channel benefits from those activities by making the final sale. Although free riding is, in general, considered to have a negative impact on supply chain performance, certain recent industry practices suggest an opposite view: a manufacturer may purposely induce free riding by setting up a high‐cost, customer service‐oriented direct store to allow consumers to experience the product, anticipating their purchase at a retail store. This article examines how the free riding phenomenon affects a manufacturer's supply chain structure decision when there are fixed plus incremental variable costs for operating the direct store. We consider factors such as the effort required to find and buy the product at a retail store after visiting the direct store, the existence of competing products in the market, and the extent of consumer need to obtain direct‐store service. © 2009 Wiley Periodicals, Inc. Naval Research Logistics, 2009

Suggested Citation

  • Fernando Bernstein & Jing‐Sheng Song & Xiaona Zheng, 2009. "Free riding in a multi‐channel supply chain," Naval Research Logistics (NRL), John Wiley & Sons, vol. 56(8), pages 745-765, December.
    • Handle: RePEc:wly:navres:v:56:y:2009:i:8:p:745-765
    DOI: 10.1002/nav.20379
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    References listed on IDEAS

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    Cited by:

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    16. Sun, Shuzhen & Liu, Tieming, 2023. "Pricing and sales-effort coordination facing free riding behaviors between a brick-and-mortar retailer and a platform store owned by the manufacturer," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 179(C).
    17. Lin, Xiaogang & Zhou, Yong-Wu & Hou, Rui, 2021. "Impact of a “Buy-online-and-pickup-in-store” Channel on Price and Quality Decisions in a Supply Chain," European Journal of Operational Research, Elsevier, vol. 294(3), pages 922-935.
    18. Raj, S.P. & Rhee, Byong-Duk & Sivakumar, K., 2020. "Manufacturer adoption of a unilateral pricing policy in a multi-channel setting to combat customer showrooming," Journal of Business Research, Elsevier, vol. 110(C), pages 104-118.
    19. Liu, Zhongyi & Li, Mengyu & Zhai, Xin, 2022. "Managing supply chain disruption threat via a strategy combining pricing and self-protection," International Journal of Production Economics, Elsevier, vol. 247(C).
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    21. Yan, Nina & Zhang, Yaping & Xu, Xun & Gao, Yongling, 2021. "Online finance with dual channels and bidirectional free-riding effect," International Journal of Production Economics, Elsevier, vol. 231(C).
    22. Xiaoxu Chen & Jingwei Wang & Peng Xu & Thomas Walker & Guoqiang Yang, 2023. "Emission Reduction and Channel Decisions in a Two-Echelon Supply Chain Considering Service Spillovers," Mathematics, MDPI, vol. 11(21), pages 1-27, October.
    23. Xiaona Zheng & Luping Sun & Andy A. Tsay, 2018. "Distribution Channel Strategies and Retailer Collusion in a Supply Chain with Multiple Retailers," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 35(03), pages 1-27, June.
    24. Guang Zhu & Gaozhi Pan & Weiwei Zhang, 2018. "Evolutionary Game Theoretic Analysis of Low Carbon Investment in Supply Chains under Governmental Subsidies," IJERPH, MDPI, vol. 15(11), pages 1-27, November.
    25. Chen, Jingxian & Liang, Liang & Yao, Dong-qing, 2019. "Factory encroachment and channel selection in an outsourced supply chain," International Journal of Production Economics, Elsevier, vol. 215(C), pages 73-83.

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