This study investigates the impact of the timing of manufacturers' market entry to an online market on the performances of all the firms in a supply chain. It considers a multi-echelon supply chain which consists of two manufacturers, who sell differentiated products and compete with each other,...

Nowadays, the rapid growth of the online market poses great challenges for the brick-and-mortar (BM) retailers. In response to this threat, BM retailers exert various service efforts to promote sales in the offline market. This service effort, maybe unintentionally, also increases sales in the...