IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v73y2023ics096969892300053x.html
   My bibliography  Save this article

Logistics mode strategy of firms selling fresh products on e-commerce platforms with private brand introduction

Author

Listed:
  • Xu, Yuqiu
  • Wang, Jia
  • Cao, Kaiying

Abstract

The popularity of online shopping has enticed many firms selling fresh products to establish third-party stores on e-commerce platforms. For those firms. adopting which logistics mode between platform logistics and third-party logistics (TPL) for their third-party stores is the real decision problem. Moreover, many platforms have introduced their private brands of fresh products to occupy more make share, which will inevitably affect firms' operation strategies. To explore the optimal logistics mode strategy of firms selling fresh products on platforms and the impacts of platform private brand introduction on those firms' operation strategies, four theoretical models are constructed. Main results show that regardless of whether platforms have introduced their private brands of fresh products or not, the optimal logistics mode strategy depends on the sizes of the platform logistics cost and the service level difference between platform logistics and TPL. Furthermore, introducing platform private brands of fresh products will increase firms' willingness to adopt TPL for their third-party stores on platforms. These main results are robust considering the existence of fresh product supplier and different consumer's sensitivity to freshness-keeping efforts.

Suggested Citation

  • Xu, Yuqiu & Wang, Jia & Cao, Kaiying, 2023. "Logistics mode strategy of firms selling fresh products on e-commerce platforms with private brand introduction," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s096969892300053x
    DOI: 10.1016/j.jretconser.2023.103306
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892300053X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103306?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jin, Yannan & Wu, Xiaole & Hu, Qiying, 2017. "Interaction between channel strategy and store brand decisions," European Journal of Operational Research, Elsevier, vol. 256(3), pages 911-923.
    2. Yuelin Shen & Sean P. Willems & Yue Dai, 2019. "Channel Selection and Contracting in the Presence of a Retail Platform," Production and Operations Management, Production and Operations Management Society, vol. 28(5), pages 1173-1185, May.
    3. Chen, Daqiang & Ignatius, Joshua & Sun, Danzhi & Zhan, Shalei & Zhou, Chenyu & Marra, Marianna & Demirbag, Mehmet, 2019. "Reverse logistics pricing strategy for a green supply chain: A view of customers' environmental awareness," International Journal of Production Economics, Elsevier, vol. 217(C), pages 197-210.
    4. Cai, Gangshu (George), 2010. "Channel Selection and Coordination in Dual-Channel Supply Chains," Journal of Retailing, Elsevier, vol. 86(1), pages 22-36.
    5. Peng Hu & Stephen Shum & Man Yu, 2016. "Joint Inventory and Markdown Management for Perishable Goods with Strategic Consumer Behavior," Operations Research, INFORMS, vol. 64(1), pages 118-134, February.
    6. Shuai Liu & Guowei Hua & T.C.E. Cheng & Tsan-Ming Choi & Jing-Xin Dong, 2023. "Pricing strategies for logistics robot sharing platforms," International Journal of Production Research, Taylor & Francis Journals, vol. 61(2), pages 410-426, January.
    7. Duan, Yongrui & Liu, Tonghui & Mao, Zhixin, 2022. "How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. C.K.M. Lee & Yaqiong Lv & K.K.H. Ng & William Ho & K.L. Choy, 2018. "Design and application of Internet of things-based warehouse management system for smart logistics," International Journal of Production Research, Taylor & Francis Journals, vol. 56(8), pages 2753-2768, April.
    9. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.
    10. Jane, Chin-Chia, 2011. "Performance evaluation of logistics systems under cost and reliability considerations," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 47(2), pages 130-137, March.
    11. Anderson, Edward & Monjardino, Marta, 2019. "Contract design in agriculture supply chains with random yield," European Journal of Operational Research, Elsevier, vol. 277(3), pages 1072-1082.
    12. Prassida, Grandys Frieska & Hsu, Ping-Yu, 2022. "The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. Li, Hai & Leng, Kaijun & Qing, Qiankai & Zhu, Stuart X., 2018. "Strategic interplay between store brand introduction and online direct channel introduction," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 118(C), pages 272-290.
    14. Bin Liu & Gangshu (George) Cai & Andy A. Tsay, 2014. "Advertising in Asymmetric Competing Supply Chains," Production and Operations Management, Production and Operations Management Society, vol. 23(11), pages 1845-1858, November.
    15. Tsan-Ming Choi, 2021. "Facing market disruptions: values of elastic logistics in service supply chains," International Journal of Production Research, Taylor & Francis Journals, vol. 59(1), pages 286-300, January.
    16. Shen, Qichao & He, Bo & Qing, Qiankai, 2022. "Interplays between manufacturer advertising and retailer store brand introduction: Agency vs. wholesale contracts," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Xue Li & Xiaoqiang Cai & Jian Chen, 2022. "Quality and Private Label Encroachment Strategy," Production and Operations Management, Production and Operations Management Society, vol. 31(1), pages 374-390, January.
    18. Qin, Xuelian & Liu, Zhixue & Tian, Lin, 2021. "The optimal combination between selling mode and logistics service strategy in an e-commerce market," European Journal of Operational Research, Elsevier, vol. 289(2), pages 639-651.
    19. Ke Fu & Xiting Gong & Guitian Liang, 2019. "Managing Perishable Inventory Systems with Product Returns and Remanufacturing," Production and Operations Management, Production and Operations Management Society, vol. 28(6), pages 1366-1386, June.
    20. Qin, Xuelian & Liu, Zhixue & Tian, Lin, 2020. "The strategic analysis of logistics service sharing in an e-commerce platform," Omega, Elsevier, vol. 92(C).
    21. Baojun Jiang & Lin Tian, 2018. "Collaborative Consumption: Strategic and Economic Implications of Product Sharing," Management Science, INFORMS, vol. 64(3), pages 1171-1188, March.
    22. Liu, Weihua & Wang, Di & Shen, Xinran & Yan, Xiaoyu & Wei, Wanying, 2018. "The impacts of distributional and peer-induced fairness concerns on the decision-making of order allocation in logistics service supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 116(C), pages 102-122.
    23. Liu, Molin & Dan, Bin & Zhang, Shuguang & Ma, Songxuan, 2021. "Information sharing in an E-tailing supply chain for fresh produce with freshness-keeping effort and value-added service," European Journal of Operational Research, Elsevier, vol. 290(2), pages 572-584.
    24. Shi, Chun-lai & Geng, Wei, 2021. "To introduce a store brand or not: Roles of market information in supply chains," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 150(C).
    25. Wu, Qing & Mu, Yinping & Feng, Yi, 2015. "Coordinating contracts for fresh product outsourcing logistics channels with power structures," International Journal of Production Economics, Elsevier, vol. 160(C), pages 94-105.
    26. Mengdi Zhang & Yufang Fu & Zhiheng Zhao & Saurabh Pratap & George Q. Huang, 2019. "Game theoretic analysis of horizontal carrier coordination with revenue sharing in E-commerce logistics," International Journal of Production Research, Taylor & Francis Journals, vol. 57(5), pages 1524-1551, March.
    27. Yu, Yunlong & Xiao, Tiaojun, 2021. "Analysis of cold-chain service outsourcing modes in a fresh agri-product supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 148(C).
    28. Tao Lu & Ying-Ju Chen & Jan C. Fransoo & Chung-Yee Lee, 2020. "Shipping to Heterogeneous Customers with Competing Carriers," Manufacturing & Service Operations Management, INFORMS, vol. 22(4), pages 850-867, July.
    29. Niu, Baozhuang & Li, Qiyang & Mu, Zihao & Chen, Lei & Ji, Ping, 2021. "Platform logistics or self-logistics? Restaurants’ cooperation with online food-delivery platform considering profitability and sustainability," International Journal of Production Economics, Elsevier, vol. 234(C).
    30. Kaiying Cao & Tsan‐Ming Choi, 2022. "Optimal Trade‐in Return Policies: Is it Wise to be Generous?," Production and Operations Management, Production and Operations Management Society, vol. 31(3), pages 1309-1331, March.
    31. Li, Dan & Liu, Yongmei & Hu, Junhua & Chen, Xiaohong, 2021. "Private-brand introduction and investment effect on online platform-based supply chains," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 155(C).
    32. Navid Zarbakhshnia & Devika Kannan & Reza Kiani Mavi & Hamed Soleimani, 2020. "A novel sustainable multi-objective optimization model for forward and reverse logistics system under demand uncertainty," Annals of Operations Research, Springer, vol. 295(2), pages 843-880, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Minghua Xiong & Xiaopo Zhuo, 2023. "Brand-Owners’ Exclusive Channel Strategies in Multitier Supply Chains: Effect of Contract Unobservability," Sustainability, MDPI, vol. 15(8), pages 1-23, April.
    2. Jinwu Gao & Zhuolin Cui & Huijie Li & Ruru Jia, 2023. "Optimization and Coordination of the Fresh Agricultural Product Supply Chain Considering the Freshness-Keeping Effort and Information Sharing," Mathematics, MDPI, vol. 11(8), pages 1-25, April.
    3. Lyu, Gaoyan & Hu, Huaqing & Zhuang, Guomian & Xi, Chenyang, 2023. "C2M strategies on an e-commerce platform under brand competition," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 177(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cao, Kaiying & Xu, Yuqiu & Hua, Ye & Choi, Tsan-Ming, 2023. "Supplier or co-optor: Optimal channel and logistics selection problems on retail platforms," European Journal of Operational Research, Elsevier, vol. 311(3), pages 971-988.
    2. Cao, Kaiying & Guo, Qiang & Xu, Yuqiu, 2023. "Information sharing and carbon reduction strategies with extreme weather in the platform economy," International Journal of Production Economics, Elsevier, vol. 255(C).
    3. Huang, Lingchen & Huang, Zongsheng & Liu, Bin, 2022. "Interacting with strategic waiting for store brand: Online selling format selection," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Wang, Hua & Xie, Yanle & Wang, Cuicui, 2023. "The retailer's brand promotion strategy under competition: The impact of supply uncertainty," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Wu, Huamin & Li, Guo & Zheng, Hong & Zhang, Xuefeng, 2022. "Contingent channel strategies for combating brand spillover in a co-opetitive supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    6. Liu, Weihua & Liang, Yanjie & Tang, Ou & Ma, Xin, 2022. "Channel competition and collaboration in the presence of hybrid retailing," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 160(C).
    7. Zheng, Zhijun & Li, Gang & Cheng, T.C.E & Wu, Feng, 2022. "Offline supplementary service strategies for the online marketplace: Third-party service or marketplace service?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    8. Gongbing Bi & Hao Pan, 2023. "The Impact of Platform Encroachment on the Manufacturer’s Financing Strategy," Sustainability, MDPI, vol. 15(5), pages 1-21, March.
    9. Wei, Jie & Xu, Zeling, 2022. "How does manufacturer’s self-operating channel interact with platform retailer’s E-commerce brand introduction?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 168(C).
    10. Wang, Qiang & Wu, Jie & Zhao, Nenggui, 2022. "Optimal operational policies of a dual-channel supply chain considering return service," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 199(C), pages 414-437.
    11. Matsui, Kenji, 2024. "Should competing suppliers with dual-channel supply chains adopt agency selling in an e-commerce platform?," European Journal of Operational Research, Elsevier, vol. 312(2), pages 587-604.
    12. Balasubramanian, Ganesh & Ponnachiyur Maruthasalam, Arulanantha Prabu, 2021. "Substitution effect of retailer store brand and manufacturer encroachment," International Journal of Production Economics, Elsevier, vol. 239(C).
    13. Hsiao, Lu & Xiong, Hui, 2022. "Store brand introduction, retail competition and manufacturers’ coping strategies," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    14. Yu, Niu & Wang, Shumei & Liu, Zhixin, 2022. "Managing brand competition with consumer fairness concern via manufacturer incentive," European Journal of Operational Research, Elsevier, vol. 300(2), pages 661-675.
    15. Liu, Weihua & Liang, Yanjie & Tang, Ou & Shi, Victor & Liu, Xinyun, 2021. "Cooperate or not? Strategic analysis of platform interactions considering market power and precision marketing," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 154(C).
    16. Zhang, Zhe & Song, Huaming & Gu, Xiaoyu & Shi, Victor & Zhu, Jing, 2021. "How to compete with a supply chain partner: Retailer's store brand vs. manufacturer's encroachment," Omega, Elsevier, vol. 103(C).
    17. Du, Zhong & Fan, Zhi-Ping & Sun, Fenghao, 2023. "O2O dual-channel sales: Choices of pricing policy and delivery mode for a restaurant," International Journal of Production Economics, Elsevier, vol. 257(C).
    18. Guo, Dongliang & Fan, Zhi-Ping & Sun, Minghe, 2022. "B2C car-sharing services: Sharing mode selection and value-added service investment," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    19. Li, Hengyu & Chen, Huangen & Chai, Junwu & Shi, Victor, 2023. "Private label sourcing for an e-tailer with agency selling and service provision," European Journal of Operational Research, Elsevier, vol. 305(1), pages 114-127.
    20. Liu, Chao & Lv, Jingyu & Hou, Ping & Lu, Danrong, 2023. "Disclosing products’ freshness level as a non-contractible quality: Optimal logistics service contracts in the fresh products supply chain," European Journal of Operational Research, Elsevier, vol. 307(3), pages 1085-1102.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:73:y:2023:i:c:s096969892300053x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.