本論文探討於服裝供應鏈中不同世代產品導入和直接銷售之決策。此供應鏈包括一個服裝製造商和一個零售商，製造商於兩期分別導入不同世代的產品。當新世代產品導入巿場時，零售商為獨家銷售通路。而上一世代的產品可於零售商或製造商之直銷通路販售。若零售商在第二期販售兩世代產品，此策略為雙產品 (dual rollover) 策略；若零售商在第二期只販售新世代產品，此策略為單一產品 (single rollover) 策略。我們建立一個兩階段賽局模型來分析供應鏈成員的均衡決策，同時考慮製造商直售成本以及消費者之心理賬戶赤字 (mental account deficit)。我們發現，直售成本具有雙重效應，可以抵消消費者心理賬戶赤字對新世代產品推出的負面影響。再者，當製造商透過直銷通路販售產品且直售成本處於中等水平，消費者對上一世代產品評價較高時，製造商與零售商可以實現雙贏。或者，當製造商具高直售成本但不透過直銷通路販售產品時，製造商與零售商亦可達到雙贏。最後，我們發展製造商兩期批發價承諾之擴展模型，研究結果指出製造商對兩期批發價格的承諾有助於製造商及零售商實現其偏好策略並提高彼此的利潤。

This study investigates product rollover and manufacturer encroachment decisions in a fashion supply chain consisting of a manufacturer and a retailer when two style generations are sequentially introduced to the market over two periods. The retailer serves as the exclusive sales channel during the introductory period of each product generation. Both the retailer and manufacturer are capable of selling the old generation product in the following period. The retailer adopts dual rollover if they sell the old generation product and single rollover if she does not. We develop a two-stage game to explore the chain members’ equilibrium decisions while accounting for the manufacturer’s cost inefficiency in direct sales and consumers’ mental account deficit. We find that the manufacturer’s cost inefficiency has double-edged effects and can offset the negative effect of consumers’ mental account deficit on introducing a new style generation. Furthermore, a win-win outcome can be achieved when the manufacturer with an intermediate level of cost inefficiency engages in direct sales and consumers have high valuations of the old-generation product or when the manufacturer with significant cost inefficiency does not engage in direct sales. In our extended analysis, we found that the manufacturer’s commitment to the wholesale price over two periods helps both parties achieve their preferred outcomes and boost their profits.

Agrawal, V. V., Kavadias, S. & Toktay, L. B., 2016. The limits of planned obsolescence for conspicuous durable goods. Manufacturing & Service Operations Management, 18(2), pp. 216-226.
Andritsos, D. A. & Tang, C. S., 2010. Launching new products through exclusive sales channels. European Journal of Operational Research, 204(2), pp. 366-375.
Arslan, H., Kachani, S. & Shmatov, K., 2009. Optimal product introduction and life cycle pricing policies for multiple product generations under competition. Journal of Revenue and Pricing Management, 8, pp. 438-451.
Arya, A., Mittendorf, B. & Sappington, D. E. M., 2007. The bright side of supplier encroachment. Marketing Science, 26(5), pp. 651-659.
Aviv, Y. & Pazgal, A., 2008. Optimal pricing of seasonal products in the presence of forward-looking consumers. Manufacturing & Service Operations Management, 10(3), pp. 339-359.
Balasubramanian, G. & Maruthasalam, A. P. P., 2021. Substitution effect of retailer store brand and manufacturer encroachment. International Journal of Production Economics, https://doi.org/10.1016/j.ijpe.2021.108208.
Besanko, D. & Winston, W. L., 1990. Optimal price skimming by a monopolist facing rational consumers. Management Science, 36(5), pp. 555-567.
Billington, C., Lee, H. L. & Tang, C. S., 1998. Successful strategies for product rollovers. Sloan Management Review, 39(3), pp. 23-30.
Bitran, G. & Caldentey, R., 2003. An overview of pricing models for revenue management. Manufacturing & Service Operations Management, 5(3), pp. 203-229.
Bucklin, C. B., Thomas-Graham, P. A. & Webster, E. A., 1997. Channel conflict: When is it dangerous?. The McKinsey Quarterly, pp. 36-43.
Cachon, G. P. & Swinney, R., 2011. The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Management Science, 57(4), pp. 778-795.
Cai, G., 2010. Channel selection and coordination in dual-channel supply chains. Journal of Retailing, 86(1), pp. 22-36.
Capell, K., 2006. Fashion conquistador. [Online]
Available at: https://www.bloomberg.com/news/articles/2006-09-03/fashion-conquistador
[Accessed 10 August 2022].
Caro, F. & Martinez-de-Albeniz, V., 2010. The impact of quick response in inventory-based competition. Manufacturing & Service Operations Management, 12(3), pp. 409-429.
Chen, P., Li, B. & Huang, H., 2020. Decision policies on players' different risk combination under supplier encroachment. RAIRO-Operations Research, 54(4), pp. 1057-1075.
Chiang, W.-Y. K., Chhajed, D. & Hess, J. D., 2003. Direct marketing, indirect profits: A strategic analysis of dual-channel supply-chain design. Management Science, 49(1), pp. 1-20.
Choi, T.-M., 2007. Pre-season stocking and pricing decisions for fashion retailers with multiple information updating. International Journal of Production Economics, 106(1), pp. 146-170.
Choi, T.-M. & Sethi, S., 2010. Innovative quick response programs: A review. International Journal of Production Economics, 127(1), pp. 1-12.
Erat, S. & Bhaskaran, S. R., 2012. Consumer mental accounts and implications to selling base products and add-ons. Marketing Science, 31(5), pp. 801-818.
Feng, L., Li, Y., Xu, F. & Deng, Q., 2019. Optimal pricing and trade-in policies in a dual-channel supply chain when considering market segmentation. International Journal of Production Research, 57(9), pp. 2828-2846.
Ferdows, K., Lewis, M. A. & Machuca, J. A. D., 2004. Rapid-fire Fulfillment. Harvard Business Review, 82(11), pp. 104-110.
Ferguson, M. E. & Koenigsberg, O., 2007. How should a firm manage deteriorating inventory?. Production and Operations Management, 16(3), pp. 306-321.
Ghemawat, P. & Nueno, J. L., 2003. Zara: Fast fashion. Harvard Business School: Case Study, pp. 703-497.
Groznik, A. & Heese, H. S., 2010. Supply chain conflict due to store brands: The value of wholesale price commitment in a retail supply chain. Decision Sciences, 41(2), pp. 203-230.
Ha, A., Long, X. & Nasiry, J., 2016. Quality in supply chain encroachment. Manufacturing & Service Operations Management, 18(2), pp. 280-298.
Ha, A. Y., Luo, H. & Shang, W., 2022. Supplier encroachment, information sharing, and channel structure in online retail platforms. Production and Operations Management, 31(3), pp. 1235-1251.
Holmes, E., 2011. The making of an 'exclusive'. [Online]
Available at: https://www.wsj.com/articles/SB10001424053111903927204576570531849422692
[Accessed 10 August 2022].
Hotkar, P. & Gilbert, S. M., 2021. Supplier encroachment in a nonexclusive reselling channel. Management Science, 67(9), pp. 5821-5837.
Huang, S., Guan, X. & Chen, Y.-J., 2018. Retailer information sharing with supplier encroachment. Production and Operations Management, 27(6), pp. 1133-1147.
Jing, F., Lin, J., Zhang, Q. & Qian, Y., 2022. New technology introduction and product rollover strategies. European Journal of Operational Research, 302(1), pp. 324-336.
Kabul, M. O. & Parlakturk, A. K., 2019. The value of commitments when selling to strategic consumers: A supply chain perspective. Management Science, 65(10), pp. 4754-4770.
Karakul, M., 2008. Joint pricing and procurement of fashion products in the existence of clearance market. International Journal of Production Economics, 114(2), pp. 487-506.
Koca, E., Souza, G. C. & Druehl, C. T., 2010. Managing product rollovers. Decision Sciences, 41(2), pp. 403-423.
Koca, E., Valleti, T. & Wiesemann, W., 2021. Designing digital rollovers: Managing perceived obsolescence through release time. Production and Operations Management, 30(10), pp. 3698-3712.
Levinthal, D. A. & Purohit, D., 1989. Durable goods and product obsolescence. Marketing Science, 8(1), pp. 35-56.
Liang, C., Cakanyildirim, M. & Sethi, S. P., 2014. Analysis of product rollover strategies in the presence of strategic customers. Management Science, 60(4), pp. 1033-1056.
Li, J., Yi, L., Shi, V. & Chen, X., 2021. Supplier encroachment strategy in the presence of retail strategic inventory: Centralization or decentralization?. Omega, https://doi.org/10.1016/j.omega.2020.102213.
Lim, W. S. & Tang, C. S., 2006. Optimal product rollover strategies. European Journal of Operational Research, 174(2), pp. 905-922.
Liu, B., Guan, X. & Wang, Y., 2021. Supplier encroachment with multiple retailers. Production and Operations Management, 30(10), pp. 3523-3539.
Liu, H. et al., 2017. The impact of retailers' alliance on manufacturer's profit in a dual-channel structure. International Journal of Production Research, 55(22), pp. 6592-6607.
Liu, J., Zhai, X. & Chen, L., 2018. The interaction between product rollover strategy and pricing scheme. International Journal of Production Economics, 201, pp. 116-135.
Li, Z., Gilbert, S. M. & Lai, G., 2014. Supplier encroachment under asymmetric information. Management Science, 60(2), pp. 449-462.
Li, Z., Gilbert, S. M. & Lai, G., 2015. Supplier encroachment as an enhancement or a hindrance to nonlinear pricing. Production and Operations Management, 24(1), pp. 89-109.
Luo, Z., Chen, X., Chen, J. & Wang, X., 2017. Optimal pricing policies for differentiated brands under different supply chain power structures. European Journal of Operational Research, 259(2), pp. 437-451.
Matsui, K., 2016. Asymmetric product distribution between symmetric manufacturers using dual-channel supply chains. European Journal of Operational Research, 248(2), pp. 646-657.
Okada, E. M., 2001. Trade‐ins, mental accounting, and product replacement decisions. Journal of Consumer Research, 27(4), pp. 433-446.
Okada, E. M., 2006. Upgrades and new purchases. Journal of Marketing, 70(4), pp. 92-102.
Pedram, M. & Balachander, S., 2015. Increasing quality sequence: When is it an optimal product introduction strategy. Management Science, 61(10), pp. 2487-2494.
Prelec, D. & Loewenstein, G., 1998. The red and the black: Mental accounting of savings and debt. Marketing Science, 17(1), pp. 4-28.
Quan, Y., Hong, J., Song, J. & Leng, M., 2021. Game-theoretic analysis of trade-in services in closed-loop supply chains. Transportation Research Part E: Logistics and Transportation Review, https://doi.org/10.1016/j.tre.2021.102428.
Ryan, J. K., Sun, D. & Zhao, X., 2012. Competition and coordination in online marketplaces. Production and Operations Management, 21(6), pp. 997-1014.
Sapra, A., Truong, V.-A. & Zhang, R. Q., 2010. How much demand should be fulfilled?. Operations Research, 58(3), pp. 719-733.
Schwarz, J. A. & Tan, B., 2021. Optimal sales and production rollover strategies under capacity constraints. European Journal of Operational Research, 294(2), pp. 507-524.
Shah, A., 2017. Intel digs in to keep Moore's Law alive. [Online]
Available at: https://www.computerworld.com/article/3185945/intel-digs-in-to-keep-moores-law-alive.html
[Accessed 10 August 2022].
Shi, S., Sun, J. & Cheng, T. C. E., 2020. Wholesale or drop-shipping: Contract choices of the online retailer and the manufacturer in a dual-channel supply chain. International Journal of Production Economics, https://doi.org/10.1016/j.ijpe.2020.107618.
Shulman, J. D., Cunha, M. J. & Saint Clair, J. K., 2015. Consumer uncertainty and purchase decision reversals: Theory and evidence. Marketing Science, 34(4), pp. 590-605.
Soysal, G. P. & Krishnamurti, L., 2012. Demand dynamics in the seasonal goods industry: An empirical analysis. Marketing Science, 31(2), pp. 293-316.
Tahirov, N. & Glock, C. H., 2022. Manufacturer encroachment and channel conflicts: A systematic review of the literature. European Journal of Operational Research, 302(2), pp. 403-426.
Thaler, R. H., 2008. Mental accounting and consumer choice. Marketing Science, 27(1), pp. 15-25.
Tsay, A. A. & Agrawal, N., 2004. Channel conflict and coordination in the e-commerce age. Production and Operations Management, 13(1), pp. 93-110.
Wang, J. & Zhuo, W., 2020. Strategic information sharing in a supply chain under potential supplier encroachment. Computers & Industrial Engineering, https://doi.org/10.1016/j.cie.2020.106880.
Webster, S. & Weng, Z. K., 2008. Ordering and pricing policies in a manufacturing and distribution supply chain for fashion products. International Journal of Production Economics, 114(2), pp. 476-486.
Wen, X., Choi, T.-M. & Chung, S.-H., 2019. Fashion retail supply chain management: A review of operational models. International Journal of Production Economics, 207, pp. 34-55.
Xiao, L., Wang, X.-J. & Chin, K.-S., 2020. Trade-in strategies in retail channel and dual-channel closed-loop supply chain with remanufacturing. Transportation Research Part E: Logistics and Transportation Review, https://doi.org/10.1016/j.tre.2020.101898.
Xiao, T., Choi, T.-M. & Cheng, T. C. E., 2014. Product variety and channel structure strategy for a retailer-Stackelberg supply chain. European Journal of Operational Research, 233(1), pp. 114-124.
Xiong, Y. et al., 2012. "Bricks and clicks": The impact of manufacturer encroachment with dealer leasing and selling of durable goods. European Journal of Operational Research, 217(1), pp. 75-83.
Xue, M. & Zhang, J., 2020. Supply chain encroachment with quality decision and different power structure. RAIRO-Operations Research, 54(3), pp. 693-718.
Xue, W., Demirag, O. C. & Niu, B., 2018. Supply chain performance and consumer surplus under alternative structures of channel dominance. European Journal of Operational Research, 239(1), pp. 909-918.
Yang, H., Luo, J. & Zhang, Q., 2018. Supplier encroachment under nonlinear pricing with imperfect subtitutes: Bargaining power versus revenue-sharing. European Journal of Operational Research, 267(3), pp. 1089-1101.
Yan, W. et al., 2018. Clicks versus Bricks: The role of durability in marketing channel strategy of durable goods manufacturers. European Journal of Operational Research, 265(3), pp. 909-918.
Ye, T., Wang, N. & Wang, N., 2020. Analysis on product rollover strategies: The innovation level perspective. Industrial Marketing Management, 88, pp. 56-69.
Yu, D. Z., Cheong, T. & Sun, D., 2017. Impact of supply chain power and drop-shipping on a manufacturer's optimal distribution channel strategy. European Journal of Operational Research, 259(2), pp. 554-563.
Zetlin, M., 2020. Channel conflicts. [Online]
Available at: https://www.computerworld.com/article/2588625/channel-conflicts.html
[Accessed 10 August 2022].
Zhang, J., Li, S., Zhang, S. & Dai, R., 2019. Manufacturer encroachment with quality decision under asymmetric demand information. European Journal of Operational Research, 273(1), pp. 217-236.
Zhang, L. & Wang, J., 2017. Coordination of the traditional and the online channels for a short-life-cycle product. European Journal of Operational Research, 258(2), pp. 639-651.
Zhang, R., Liu, B. & Wang, W., 2012. Pricing decisions in a dual channels system with different power structures. Economic Modelling, 29(2), pp. 523-533.
Zhang, S., Zhang, J. & Zhu, G., 2019. Retail service investing: An anti-encroachment strategy in a retailer-led supply chain. Omega, 84, pp. 212-231.
Zhang, X., Li, G., Liu, M. & Sethi, S. P., 2021. Online platform service investment: A bane or boon for supplier encroachment. International Journal of Production Economics, https://doi.org/10.1016/j.ijpe.2021.108079.
Zheng, B., Yu, N., Jin, L. & Xia, H., 2019. Effects of power structure on manufacturer encroachment in a closed-loop supply chain. Computers & Industrial Engineering, https://doi.org/10.1016/j.cie.2019.106062.
Zhou, E., Zhang, J., Gou, Q. & Liang, L., 2015. A two period pricing model for new fashion style launching strategy. International Journal of Production Economics, 160, pp. 144-156.