Product line strategy for green and non-green products in hybrid platform retailing

doi:10.1007/s10479-025-06474-2

LZUFE-KMS > 长青学院

	Product line strategy for green and non-green products in hybrid platform retailing
	Zong, Shengliang 1; Zhang, Longbing 1; Lei, Ruoxi2
	2025-01-31
在线发表日期	2025-01
发表期刊	ANNALS OF OPERATIONS RESEARCH
卷号	346 期号:3 页码:2349-2385
摘要	With the burgeoning success of platform retailing and increasing consumer environmental awareness, numerous green product manufacturers have opted to collaborate with e-tailers, leveraging hybrid channels for product distribution. While this practice holds significant promise, it poses substantial challenges for firms in formulating optimal product line strategies. In recognition of this, we develop a platform supply chain model in which the manufacturer and e-tailer cooperate to distribute green or non-green products through hybrid channels, aiming to comprehensively elucidate optimal product line strategies within this framework. Our analysis reveals that for the manufacturer, when the commission rate is low, a decline in green investment efficiency leads to a transition from a two-product line that distributes green products through marketplace channel to a green product line; conversely, when the commission rate is high, the optimal strategy evolves from a two-product line distributing green products via reselling channel to a green product line. For the e-tailer, a two-product line distributing green products through reselling channel is typically the optimal strategy in most scenarios. Notably, when both the commission rate and green investment efficiency are high, a two-product line distributing green products through marketplace channel, under conditions of mild channel competition, can create a win-win-win outcome for the manufacturers, e-tailer, and consumers.
关键词	Reselling channel Marketplace channel Green products Product line strategy Hybrid platform retailing
DOI	10.1007/s10479-025-06474-2
收录类别	SCIE
ISSN	0254-5330
语种	英语
WOS研究方向	Operations Research & Management Science
WOS类目	Operations Research & Management Science
WOS记录号	WOS:001410223800001
出版者	SPRINGER
原始文献类型	Article ; Early Access
EISSN	1572-9338
引用统计	被引频次：1[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/38741
专题	长青学院
通讯作者	Zong, Shengliang
作者单位	1.Lanzhou Univ, Sch Management, 222 Tianshuinan Rd, Lanzhou 730000, Gansu, Peoples R China; 2.Lanzhou Univ Finance & Econ, Sch Accounting, 496 Duanjiatan, Lanzhou 730020, Gansu, Peoples R China
推荐引用方式 GB/T 7714	Zong, Shengliang,Zhang, Longbing,Lei, Ruoxi. Product line strategy for green and non-green products in hybrid platform retailing[J]. ANNALS OF OPERATIONS RESEARCH,2025,346(3):2349-2385.
APA	Zong, Shengliang,Zhang, Longbing,&Lei, Ruoxi.(2025).Product line strategy for green and non-green products in hybrid platform retailing.ANNALS OF OPERATIONS RESEARCH,346(3),2349-2385.
MLA	Zong, Shengliang,et al."Product line strategy for green and non-green products in hybrid platform retailing".ANNALS OF OPERATIONS RESEARCH 346.3(2025):2349-2385.