{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,24]],"date-time":"2025-10-24T08:18:43Z","timestamp":1761293923162,"version":"3.41.2"},"reference-count":46,"publisher":"Wiley","issue":"1","license":[{"start":{"date-parts":[[2019,4,18]],"date-time":"2019-04-18T00:00:00Z","timestamp":1555545600000},"content-version":"vor","delay-in-days":107,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Complexity"],"published-print":{"date-parts":[[2019,1]]},"abstract":"<jats:p>Manufacturers add online direct channels that inevitably engage in channel competition with offline retail channels. Since price is an important factor in consumers\u2032 choice of purchasing channel, pricing strategy has become a popular topic for research on dual\u2010channel competition and coordination. In contrast to previous research on pricing strategies based on the full rationality of members, we focus on the impact of retailers\u2032 fairness concerns on pricing strategies. In this study, the hybrid dual\u2010channel supply chain consists of one manufacturer with a direct channel who acts as the leader and a retailer who acts as the follower. First, we use the Stackelberg game approach to determine the equilibrium pricing strategy for a fair caring retailer. Simultaneously, we consider a centralized dual\u2010channel supply chain as the benchmark for a comparative analysis of the efficiency of a decentralized supply chain. Furthermore, we study pricing strategies when the retailer has fairness concerns and determine the complete equilibrium solutions for different ranges of the parameters representing cross\u2010price sensitivity and fairness. Finally, through numerical experiments, the pricing strategies, the profit and utility of the manufacturer and retailer, and the channel efficiency of the supply chain are compared and analysed for two scenarios. We find that fairness concerns reduce the manufacturer\u2032s profits, while for the most part, the retailers\u2019 profit can be improved; however, the supply chain cannot achieve complete coordination.<\/jats:p>","DOI":"10.1155\/2019\/1484372","type":"journal-article","created":{"date-parts":[[2019,4,18]],"date-time":"2019-04-18T23:32:27Z","timestamp":1555630347000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":19,"title":["Pricing Strategies in Dual\u2010Channel Supply Chain with a Fair Caring Retailer"],"prefix":"10.1155","volume":"2019","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7173-582X","authenticated-orcid":false,"given":"Lufeng","family":"Dai","sequence":"first","affiliation":[]},{"given":"Xifu","family":"Wang","sequence":"additional","affiliation":[]},{"given":"Xiaoguang","family":"Liu","sequence":"additional","affiliation":[]},{"given":"Lai","family":"Wei","sequence":"additional","affiliation":[]}],"member":"311","published-online":{"date-parts":[[2019,4,18]]},"reference":[{"key":"e_1_2_12_1_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2010.04.019"},{"key":"e_1_2_12_2_2","unstructured":"Accenture-Consumers-In-The-New-Full-Report-Chinese 2018 https:\/\/www.accenture.com\/cn-zh\/insight-consumers-in-the-new."},{"key":"e_1_2_12_3_2","unstructured":"http:\/\/www.camia.cn\/content\/775.html."},{"key":"e_1_2_12_4_2","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-2681(98)00121-8"},{"key":"e_1_2_12_5_2","doi-asserted-by":"publisher","DOI":"10.1162\/003355399556151"},{"key":"e_1_2_12_6_2","doi-asserted-by":"publisher","DOI":"10.1086\/296367"},{"key":"e_1_2_12_7_2","doi-asserted-by":"publisher","DOI":"10.1177\/002224379503200107"},{"key":"e_1_2_12_8_2","first-page":"88","article-title":"Game analysis on vertical monopoly based on fixed resale minimum price\u2014Take the case of Moutai and Wuliangy","author":"Zhao D.","year":"2016","journal-title":"Times Finance"},{"key":"e_1_2_12_9_2","first-page":"26","article-title":"Direct stores: game chips between Moutai and dealers","author":"Xing C.","year":"2012","journal-title":"Wine World"},{"key":"e_1_2_12_10_2","article-title":"The delicate strategic partnership in supply chain management - inspiration of Gome and Gree marketing war","author":"Zhong X.","year":"2007","journal-title":"China Collective Economy"},{"key":"e_1_2_12_11_2","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.49.1.1.12749"},{"key":"e_1_2_12_12_2","first-page":"59","article-title":"The conflict and coordination in dual channel based on e-market","volume":"28","author":"Ya-jun G.","year":"2008","journal-title":"System Engineering Theory and Practice"},{"key":"e_1_2_12_13_2","first-page":"40","article-title":"Boiling frogs: pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel","volume":"15","author":"Cattani K.","year":"2006","journal-title":"Production Engineering Research and Development"},{"key":"e_1_2_12_14_2","first-page":"302","article-title":"Pricing strategy of retailer dual-channel supply chain considering predominant power","volume":"40","author":"Fang Q.","year":"2017","journal-title":"Journal of Wuhan University of Science and Technology"},{"key":"e_1_2_12_15_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2009.02.006"},{"key":"e_1_2_12_16_2","doi-asserted-by":"crossref","unstructured":"TianJ. 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