This paper investigates a Buy-Online-and-Deliver-from-Store (BODS) strategy where a manufacturer sells products through both online and offline channels and employs the offline retailer to deliver online orders from the retailer’s warehouse. By comparing Strategy BODS with a benchmark scenario where the manufacturer runs the online channel and the retailer manages the offline channel respectively and independently, we generally find that if the competition between two channels is stronger, the dual-channel supply chain is more likely to implement Strategy BODS, and vice versa. More importantly, we pinpoint that a centralized supply chain has less motivation to implement Strategy BODS than a decentralized one.

本文研究了一种在线购买和从商店交付（BODS）策略，其中制造商通过在线和离线渠道销售产品，并雇用离线零售商从零售商的仓库交付在线订单。通过将策略BODS与制造商分别独立运行在线渠道和零售商独立管理离线渠道的基准方案进行比较，我们通常发现，如果两个渠道之间的竞争更加激烈，则双渠道供应链更可能实现策略BODS，反之亦然。更重要的是，我们明确指出，与分散的供应链相比，集中的供应链实施战略BODS的动机更少。