{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T21:52:10Z","timestamp":1773093130920,"version":"3.50.1"},"reference-count":46,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2024,1,5]],"date-time":"2024-01-05T00:00:00Z","timestamp":1704412800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Natural Science Foundation of China","award":["72201031"],"award-info":[{"award-number":["72201031"]}]},{"name":"National Natural Science Foundation of China","award":["71902003"],"award-info":[{"award-number":["71902003"]}]},{"name":"National Natural Science Foundation of China","award":["19YJC630219"],"award-info":[{"award-number":["19YJC630219"]}]},{"name":"China Ministry of Education Foundation for Humanities and Social Science","award":["72201031"],"award-info":[{"award-number":["72201031"]}]},{"name":"China Ministry of Education Foundation for Humanities and Social Science","award":["71902003"],"award-info":[{"award-number":["71902003"]}]},{"name":"China Ministry of Education Foundation for Humanities and Social Science","award":["19YJC630219"],"award-info":[{"award-number":["19YJC630219"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers\u2014an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes.<\/jats:p>","DOI":"10.3390\/jtaer19010005","type":"journal-article","created":{"date-parts":[[2024,1,5]],"date-time":"2024-01-05T07:38:31Z","timestamp":1704440311000},"page":"73-94","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["Strategic Third-Party Product Entry and Mode Choice under Self-Operating Channels and Marketplace Competition: A Game-Theoretical Analysis"],"prefix":"10.3390","volume":"19","author":[{"given":"Biao","family":"Xu","sequence":"first","affiliation":[{"name":"School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jinting","family":"Huang","sequence":"additional","affiliation":[{"name":"School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaodan","family":"Zhang","sequence":"additional","affiliation":[{"name":"School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Thomas Brashear","family":"Alejandro","sequence":"additional","affiliation":[{"name":"Isenberg School of Management, University of Massachusetts Amherst, Amherst, MA 01003, USA"},{"name":"Funda\u00e7\u00e3o Getulio Vargas, Escola de Administra\u00e7\u00e3o de Empresas de S\u00e3o Paulo (EAESP), S\u00e3o Paulo 01313-902, Brazil"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2024,1,5]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"113911","DOI":"10.1016\/j.jbusres.2023.113911","article-title":"Integrating digital platform dynamics into customer orientation research: A systematic review and research agenda","volume":"163","author":"Castell","year":"2023","journal-title":"J. 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