Research on the Decision-Making of Blockchain in the Extended Warranty Service Supply Chain of Brand Competition
School of Management, Wuhan Textile University, Wuhan 30200, China
| Abstract: | Blockchain applications have an important impact on the decision making of branded companies' extended warranty service supply chains. The article investigates the adoption strategy of blockchain technology in the presence of brand competition by constructing a structural model of two extended warranty service supply chains with manufacturers as leaders and retailers as followers, and applying the Stackelberg game approach. The study shows that the profits of manufacturers and retailers in the supply chain are related to consumers' valuation of product brands and product quality, and the greater the valuation of product brands, the higher the profits of manufacturers and retailers in the supply chain. The adoption of blockchain technology by one of the two extended warranty service supply chains can lead to increased profits for supply chain members, so for companies facing brand competition, they can adopt blockchain technology before their competitors; when both extended warranty service supply chains adopt blockchain technology, the company with high brand valuation and product quality will see increased profits for manufacturers and retailers, but for companies with lower brand valuation and product quality than their competitors, adopting blockchain technology for both companies will lead to increased profits for manufacturers and retailers. The adoption of blockchain technology will result in lower profits for both manufacturers and retailers in the supply chain, companies, manufacturers and retailers with high product valuation and product quality will increase profits. |
| Keywords: | Blockchain; Brand Competition; Extended Warranty Service; Supply Chain |
| DOI: | 10.57237/j.wjmst.2023.02.003 |
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Received: 12 April 2023
Accepted: 23 May 2023
Published Online: 24 July 2023
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