The impacts of market size and data-driven marketing on the sales mode selection in an Internet platform based supply chain

• Published in: Transportation research. Part E, Logistics and transportation review Vol. 136; p. 101914
• Main Authors: Liu, Weihua, Yan, Xiaoyu, Li, Xiang, Wei, Wanying
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.04.2020
• Subjects: Agency selling; Data-driven marketing (DDM); Internet platform based supply chain; Reselling; Supply chain management; Reselling; Supply chain management; Internet platform based supply chain; Data-driven marketing (DDM); Agency selling

•Agency selling mode and reselling mode of the platform are investigated.•The impacts of data-driven marketing (DDM) on the sales mode selection are studied.•The platform prefers agency selling mode only when the market size is moderate.•With an increase in DDM efficiency, the platform more prefers...