Optimal Control Approach to Advertising Strategies of a Supply Chain Under Consignment Contract

The retailer's platform goodwill and the manufacturer's brand goodwill are important factors that influence the consumer's purchasing behavior under a consignment contract. In order to examine these effects on firm's decisions under different channel structures, a supply chain, i...

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Bibliographic Details
Main Author: Zhihui Wu
Format: Article
Published: IEEE 2019-01-01
Series:IEEE Access
Online Access:https://ieeexplore.ieee.org/document/8675281/