2021年11月25日下午，现代供应链管理研究院第六十期学术论坛如期举行，本次论坛采用线上方式召开。本次论坛的主讲人是复旦大学管理学院田林副教授，其报告题目为“A Bane or a Boon？Profit-margin-guarantee contract with downstream competition”。
In recent decades, manufacturers have been reliant on giant retailers or e-tailers for distributing their products. As evolvement, some retailers have started demanding for a Profit-Margin-Guarantee contract (PMG contract), under which a manufacturer has to ensure that its retailer’s profit margin is not less than a certain level (PMG rate). Conventional wisdom suggests that PMG contract will induce a life-or-death struggle for the manufacturer, and a retailer with PMG contract can gain competitive edge over his competitors. This study investigates the strategic impacts of PMG contract in a competitive environment. We consider a supply chain consisting of one manufacturer and two competing retailers, in which the manufacturer has signed a PMG contract with one retailer (signed retailer) but not with the other retailer (unsigned retailer). Our analyses show that in response to the PMG contract, the manufacturer can adopt a “passive pricing” strategy (in terms of the production cost) to strategically trigger or void the PMG contract. For which reason, interestingly, the manufacturer (resp. the signed retailer) would not always hurt (resp. benefit) from the PMG contract. Depending on the production cost and the PMG rate, PMG contract may yield the win-win, win-lose, lose-win and lose-lose outcomes for the manufacturer and the signed retailer. Moreover, the unsigned retailer may enjoy a “free-riding” effect generated by the PMG contract, making her better off even under the unfavorable competitive situation. Nevertheless, PMG contract cannot yield a win-win-win outcome for all the firms whereas a lose-lose-lose outcome may arise in certain conditions.
田林，复旦大学管理学院副教授。研究领域为面向平台模式的运营决策问题，涉及共享平台、电商平台、在线服务平台等。研究成果发表在JMR、MKSC、MS、MSOM、POM、管理科学学报等国际与国内知名期刊。主持国家自然科学基金优秀青年基金项目， 同时参与过华为技术有限公司、华住酒店集团、中国东方航空等多个企业项目。获第八届教育部人文社科青年成果奖，担任国际知名期刊POM的Senior Editor。学术源于实践，学术应服务于实践，希望自己可以成为学术与实践之间联系的一根丝线。