Effects of Asymmetric Information about the Demand and the Cost on the Manufacturer's Direct Sale Channel Strategy

Abstract

Abstract:

This paper studies the impact of the manufacturer's choice of different distribution channel on the sales quality and profit of the retailer when the information about the market demand and the fixed cost of the manufacturer opening the direct sale channel is symmetric, and the impact of the retailer's market demand information disclosing strategy on the manufacturer's direct distribution channel choice when the above mentioned information is asymmetric. It is found that:if the information is symmetric, the manufacturer cannibalizes the retailer's profit partially and causes the retailer's profit decline when the fixed cost of opening the direct sale channel is low. By the contrast, when the fixed cost is high, the manufacturer doesn't open the direct sale channel. If the information is asymmetric, the re-tailer is willing to voluntarily disclose the low demand information and not to disclose the high demand information, but no matter whether the retailer discloses the market demand or not, it does not essentially increase the probability of the manufacturer opening the direct channel.

Key words: asymmetric information, information disclosure, sale channel

Mu Yanfen, Nie Jiajia, Shi Chunlai. Effects of Asymmetric Information about the Demand and the Cost on the Manufacturer's Direct Sale Channel Strategy[J]. , 2018, 30(9): 143-151.

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