Blockchain Adoption Strategies in Dual-Channel Supply Chains Under Different Leadership Structures and Asymmetric Market Shares

Many manufacturers operate dual-channel supply chains, selling through both direct online and reselling channels, with market shares that are generally asymmetric. At the same time, consumers increasingly demand trustworthy traceability information. Although traceability systems based on blockchain technology (TSBT) can meet this demand, they require substantial investment, making large manufacturers or powerful retailers more likely to lead TSBT adoption. This paper investigates how different leadership structures (manufacturer leadership vs. retailer leadership) and asymmetric market shares influence blockchain adoption strategies. This study reveals that under retailer leadership, blockchain adoption occurs once consumer preference for blockchain-based traceability information (hereafter, consumer preference) in the reselling channel exceeds a threshold, increasing profits for both supply chain members. Under manufacturer leadership, adoption depends on consumer preference in the reselling channel, the initial market share of the reselling channel, and the intensity of channel competition, generally benefiting the manufacturer but potentially harming the retailer. Comparing equilibrium results across leadership structures reveals that blockchain is more likely to be adopted under manufacturer leadership, which may yield higher profits for both members.