판촉활동 성과실현의 불확실성이 공급사슬의 성과에 미치는 영향

초록

Some researchers point out that unobservability of performance or enforceability plays an important role in supply chain behaviors, causing notable distortions in previous research results. Incorporating endogenous uncertainty into the context of supply chain contracts, this study proposes supply chain decision model to simultaneously consider promotion uncertainty and demand uncertainty. Specifically, we examine the following research questions