Monitoring the market or the salesperson? The value of information in a multilayer supply chain

We study a supply chain in which a manufacturer relies on a salesperson to sell the products to the consumers. The sales outcome is determined by a random market condition and the salesperson's service level, both of which are privately observed by the salesperson. Apart from them, there are two types of resellers: a knowledgeable reseller observes the market condition, whereas a diligent reseller can monitor the service level. While delegating to a reseller enhances information acquisition, it may also result in double marginalization and inefficiency. We identify several operating regimes in which double marginalization can be eliminated via simple contracts and establish the benefit of monitoring the salesperson over monitoring the market. Our dominance result is not prone to our model characteristics regarding the complementarity of market condition and sales effort, the relative importance of adverse selection and moral hazard, and the contract form. We then generalize our model and re‐establish the dominance result in the presence of reseller's risk aversion or private monitoring expertise. We also quantify the performance gaps among different selling schemes under various scenarios. © 2011 Wiley Periodicals, Inc. Naval Research Logistics, 2011