Using Salesperson for Chain-to-Chain Competition in Oligopoly Markets: A Game-Theoretical Approach

In this study, an oligopoly market consisting of several supply chains is taken into consideration. Each supply chain contains a manufacturer and a salesperson. Using salespersons to convince retailers by manufacturers modeled in this study is considered for the first time. Each manufacturer produces one commodity, and the commodity of all manufacturers are supposed to be substitute. Salespersons of each supply chain earn a special percentage of manufacturer revenue in exchange for paying marketing expenses to attract retailers to buy more from that supply chain. The supply chains compete to earn more profit. A Stackelberg competition between the members of each supply chain is held. In addition, there is Nash competition among the supply chains. The structures are modeled and the problem of determining wholesale prices, marketing fees and marketing expense is solved. Finally, some analysis and insights are provided for better illustration of the problem.

کلیدواژه ها:

Supply Chain Management ، Pricing ، Salesperson ، Game Theory.