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The findings show that it is unprofitable to encroach on the retailing market for CM when the acceptance degree of store brand is low. There is a threshold value of customization level that can gain positive demand. Interestingly, as the Stackelberg leader, OEM always suffers from the encroachment. Then a revenue-sharing contract is designed that can fully integrate the decentralized supply chain and obtain <jats:italic>a contract-implementing Pareto zone<\/jats:italic>. Furthermore, a numerical example is developed, demonstrating the validity of the obtained analytical results. On this basis, some suggestions for industry managers are discussed in the form of managerial insights.<\/jats:p>","DOI":"10.1051\/ro\/2022160","type":"journal-article","created":{"date-parts":[[2022,9,13]],"date-time":"2022-09-13T18:55:26Z","timestamp":1663095326000},"page":"3499-3524","source":"Crossref","is-referenced-by-count":1,"title":["Encroachment strategy and revenue-sharing contract for product customization"],"prefix":"10.1051","volume":"56","author":[{"given":"Juan","family":"Li","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rong","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2291-7592","authenticated-orcid":false,"given":"Bin","family":"Liu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"250","published-online":{"date-parts":[[2022,10,19]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"73","DOI":"10.1016\/j.ijpe.2018.05.003","volume":"215","author":"Chen","year":"2019","journal-title":"Int. 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