{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T00:07:25Z","timestamp":1787011645411,"version":"build-2736575974"},"reference-count":51,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2025,1,27]],"date-time":"2025-01-27T00:00:00Z","timestamp":1737936000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2025,2,24]]},"abstract":"<jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n                    <jats:p>In the practice of live streaming e-commerce, the consumer demand is usually uncertain, and the inventory and prices can be decided by brand owners or streamers. To this end, this study examines the inventory and pricing decisions of the brand owner and streamer in a live streaming e-commerce supply chain under demand uncertainty.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n                    <jats:p>In this study, four scenarios are considered, i.e. the brand owner determines the inventory and price (Scenario BB), the brand owner determines the inventory and the streamer determines the price (Scenario BS), the streamer determines the inventory and the brand owner determines the price (Scenario SB), and the streamer determines the inventory and price (Scenario SS).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n                    <jats:p>The results show that the inventory and prices, as well as the profits of the brand owner and streamer increase with the consumer sensitivity to streamer\u2019s sales effort level under the four scenarios. The inventory (price) is the highest under Scenario SS (SB), while that is the lowest under Scenario BB (BS). In addition, when the sensitivity is low, the brand owner\u2019s profit is the highest under Scenario BB, otherwise, the profit is the highest under Scenario SS. Regardless of the sensitivity, the streamer\u2019s profit is always the highest under Scenario SS.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n                    <jats:p>Few studies focused on the inventory and pricing decisions of brand owners and streamers in live streaming e-commerce supply chains under demand uncertainty, while this work bridges the research gap. This study can provide theoretical basis and decision support for brand owners and streamers.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/imds-08-2024-0755","type":"journal-article","created":{"date-parts":[[2025,1,24]],"date-time":"2025-01-24T07:12:47Z","timestamp":1737702767000},"page":"1052-1077","source":"Crossref","is-referenced-by-count":7,"title":["Inventory and pricing decisions of brand owners and streamers under demand uncertainty"],"prefix":"10.1108","volume":"125","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9854-5214","authenticated-orcid":false,"given":"Zhong","family":"Du","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiang","family":"Li","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6778-4637","authenticated-orcid":false,"given":"Zhi-Ping","family":"Fan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2025,1,27]]},"reference":[{"issue":"2","key":"key2025022108512991200_ref001","doi-asserted-by":"publisher","first-page":"289","DOI":"10.1287\/opre.1090.0718","article-title":"Dynamic pricing and inventory control: uncertainty and competition","volume":"58","year":"2010","journal-title":"Operations Research"},{"issue":"2","key":"key2025022108512991200_ref002","doi-asserted-by":"publisher","first-page":"347","DOI":"10.1016\/j.ejor.2011.06.015","article-title":"Ordering policy and coordination of a supply chain with two-period demand uncertainty","volume":"215","year":"2011","journal-title":"European Journal of Operational Research"},{"issue":"8","key":"key2025022108512991200_ref003","doi-asserted-by":"publisher","first-page":"5684","DOI":"10.1287\/mnsc.2021.4171","article-title":"Dynamic pricing and inventory control with fixed ordering cost and incomplete demand information","volume":"68","year":"2022","journal-title":"Management Science"},{"key":"key2025022108512991200_ref004","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2023.101266","article-title":"Understanding the role of live streamers in live-streaming e-commerce","volume":"59","year":"2023","journal-title":"Electronic Commerce Research and Applications"},{"issue":"6","key":"key2025022108512991200_ref005","doi-asserted-by":"publisher","first-page":"2151","DOI":"10.1108\/imds-07-2023-0513","article-title":"The interaction between the anchor and customers in live-streaming E-commerce","volume":"124","year":"2024","journal-title":"Industrial Management and Data Systems"},{"key":"key2025022108512991200_ref006","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2023.108796","article-title":"Livestream e-commerce in a platform supply chain: a product-fit uncertainty reduction perspective","volume":"258","year":"2023","journal-title":"International Journal of Production Economics"},{"key":"key2025022108512991200_ref007","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2023.101300","article-title":"Live streaming sales: streamer type choice and limited sales strategy for a manufacturer","volume":"61","year":"2023","journal-title":"Electronic Commerce Research and Applications"},{"key":"key2025022108512991200_ref008","doi-asserted-by":"publisher","DOI":"10.1007\/s10479-023-05383-6","article-title":"Open the live streaming sales channel or not? 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