چکیده:
This paper develops a two-stage model to consider a franchise/franchisee
environment in which supply chains are simultaneously entering the untapped
market to produce either identical or highly substitutable products and give franchise
to franchisees. Customer demand is elastic, price dependent and customer utility
function is based on Huff gravity rule model. The supply chains, in the first stage,
shape their networks and set the market prices based on dynamic games. The
franchisees, in the second stage, specify their attractiveness levels and set the
locations of their retailers in simultaneous games. Possibility theory was also applied
to cope with uncertainty. Finally, we applied our model to a real world problem,
discussed the results, conducted some sensitivity analyses, and gained some
managerial insights.
خلاصه ماشینی:
"Kaveh Fahimi, Seyed Mohammad Seyedhosseini*, Ahmad Makui Department of Industrial Engineering, Iran University of Science & Technology, Terhan, Iran (Received: September 7, 2017; Revised: April 5, 2018; Accepted: April 11, 2018) Abstract This paper develops a two-stage model to consider a franchise/franchisee environment in which supply chains are simultaneously entering the untapped market to produce either identical or highly substitutable products and give franchise to franchisees.
Stage two: Franchisee selection In the second stage, the franchisees should select the locations and set their attractiveness levels for the facilities in order to maximize their profits according to the market prices and customer demand achieved by the SCs. The franchisee’s problems are formulated by a Mixed Integer Nonlinear Programming Model (MINLP) and are non- convex in terms of its attractiveness function.
Moreover, it can be easily applied to small size problems; therefore, the equivalent model of franchisee f in SC u is as follows: P : max Z(View the image of this page)erm 20 represents the objective function of franchisee fu in SC u ;Term 21 ensures that each opened retailer satisfies the level of patronized demands; Constraint 22 is related to balance flow and Term 23 is related to the quality, and non-negativity restrictions on the corresponding decision variables.
The following distributions are used to extract the required parameters (Table 2) (View the image of this page) Discussion We now discuss the sensitivity analysis of the equilibrium prices, market shares, total SC profit, total franchisee profit, opened paths, attractiveness levels, and equilibrium location of the retailers with respect to the effect of d , b parameters, which are related to switching and marginal customers and represent different marketing decisions."