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Supply Chain Coordination in the Context of Green Marketing Efforts and Capacity Expansion

Author

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  • Shan Chang

    (School of Management, Huazhong University of Science and Technology, Wuhan 430074, China)

  • Bin Hu

    (School of Management, Huazhong University of Science and Technology, Wuhan 430074, China)

  • Xiuhong He

    (School of Management, Wuhan Textile University, Wuhan 430200, China)

Abstract

This paper focuses on coordination issues related to the green supply chain with capacity constraints and green marketing efforts. We build a two-stage green supply chain, in which the upstream manufacturer has a certain amount of installed capacity to produce green product, yet can expand its capacity through a Cloud Manufacturing (CM) Platform once its existing capacity becomes insufficient, while the downstream retailer expends green marketing effort to promote the green product. In particular, we analyze the interaction between the capacity expansion options of the manufacturer and the green marketing efforts of the retailer. Aiming to mitigate the inefficiency under a decentralized green supply chain, we design a contract that combines cost-sharing and revenue-sharing in green marketing in order to coordinate the supply chain. The results show that: (1) when the manufacturer’s existing capacity falls below a certain threshold, it will choose to expand its capacity. The threshold is related to existing capacity, capacity expansion cost coefficient, green marketing cost coefficient, and sensitivity coefficient of demand to green marketing. (2) Under low capacity, if the capacity expansion cost coefficient is large, a higher consumer environmental awareness or preference for green products will weaken the retailer’s motivation for expending green effort. (3) A contract for cost-sharing and revenue-sharing in green marketing can fully coordinate the green supply chain, whereby the two share proportions are equal and meet certain constraints.

Suggested Citation

  • Shan Chang & Bin Hu & Xiuhong He, 2019. "Supply Chain Coordination in the Context of Green Marketing Efforts and Capacity Expansion," Sustainability, MDPI, vol. 11(20), pages 1-22, October.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:20:p:5734-:d:277289
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    References listed on IDEAS

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    Cited by:

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    2. Li Cui & Siwei Guo & Hao Zhang, 2020. "Coordinating a Green Agri-Food Supply Chain with Revenue-Sharing Contracts Considering Retailers’ Green Marketing Efforts," Sustainability, MDPI, vol. 12(4), pages 1-16, February.
    3. Xiaoli Zhang & Guoyi Xiu & Fakhar Shahzad & Yupeng Duan, 2021. "Optimal Financing Strategy in a Capital-Constrained Supply Chain with Retailer Green Marketing Efforts," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    4. Xiaoli Zhang & Guoyi Xiu & Fakhar Shahzad & Caiquan Duan, 2021. "The Impact of Equity Financing on the Performance of Capital-Constrained Supply Chain under Consumers’ Low-Carbon Preference," IJERPH, MDPI, vol. 18(5), pages 1-22, February.
    5. Izabela Nielsen & Sani Majumder & Eryk Szwarc & Subrata Saha, 2020. "Impact of Strategic Cooperation under Competition on Green Product Manufacturing," Sustainability, MDPI, vol. 12(24), pages 1-28, December.

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