Integrated or decentralized: An analysis of channel structure for green products
Review articleOpen access
Abstract:

Highlights•We study the interaction of channel structure with green product development.•Two manufacturers compete with each other directly or indirectly through independent retailers.•The green manufacturer always adopts the integrated channel strategy to pursue channel efficiency.•The channel choice of the conventional manufacturer depends on its potential market share.•The manufacturers encounter a prisoner’s dilemma in equilibrium.

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