Revenue sharing contracts in a supply chain with uncontractible actions

Abstract

Abstract We consider a supplier–customer relationship where the customer faces a typical Newsvendor problem of determining perishable capacity to meet uncertain demand. The customer outsources a critical, demand‐enhancing service to an outside supplier, who receives a fixed share of the revenue from the customer. Given such a linear sharing contract, the customer chooses capacity and the service supplier chooses service effort level before demand is realized. We consider the two cases when these decisions are made simultaneously (simultaneous game) or sequentially (sequential game). For each game, we analyze how the equilibrium solutions vary with the parameters of the problem. We show that in the equilibrium, it is possible that either the customer's capacity increases or the service supplier's effort level decreases when the supplier receives a larger share of the revenue. We also show that given the same sharing contract, the sequential game always induces a higher capacity and more effort. For the case of additive effort effect and uniform demand distribution, we consider the customer's problem of designing the optimal contract with or without a fixed payment in the contract, and obtain sensitivity results on how the optimal contract depends on the problem parameters. For the case of fixed payment, it is optimal to allocate more revenue to the supplier to induce more service effort when the profit margin is higher, the cost of effort is lower, effort is more effective in stimulating demand, the variability of demand is smaller or the supplier makes the first move in the sequential game. For the case of no fixed payment, however, it is optimal to allocate more revenue to the supplier when the variability of demand is larger or its mean is smaller. Numerical examples are analyzed to validate the sensitivity results for the case of normal demand distribution and to provide more managerial insights. © 2008 Wiley Periodicals, Inc. Naval Research Logistics, 2008

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