Combating Copycats in the Supply Chain with Permissioned Blockchain Technology
Combating Copycats in the Supply Chain with Permissioned Blockchain Technology
复制标题
利用许可的区块链技术打击供应链中的模仿者
DOI：
10.1111/poms.13456
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发表时间：
2021-05
影响因子：
5
通讯作者：
Stefan Minner
中科院分区：
文献类型：
--
作者：
Bin Shen;Ciwei Dong;Stefan Minner
模仿者的现象在广泛的行业中很常见。最近，为了表明产品的真实性和打击仿冒者，许多品牌公司(BNC)已经开始通过零售商销售产品。这些BNC部署可扩展的协议，该协议集成到许可的区块链技术(PBT)平台中。我们考察了PBT如何打击供应链中的模仿者，以及它如何使BNC受益。虽然PBT的实施帮助新手客户识别产品的真实性和产品的真实质量，即利用质量披露效应，但我们表明，当且仅当新手客户的数量足够大时，通过PBT零售商销售可以有效地打击模仿者。因此，PBT增加了BNC的利润、消费者剩余、社会福利，并减少了模仿者的利润。此外，传统观点告诉我们，PBT确保了供应链的透明度，并激励企业提高其产品质量。然而，BNC在使用PBT时会降低其产品质量，因为如果消费者能够区分真品和仿制品，产品质量的改善就无利可图。此外，我们通过考虑BNC本身实现PBT的情况对模型进行了扩展。在没有双重边缘化效应的情况下，即使新手客户数量很少，区块链技术也可能在市场上存在(BNC自我实现)。此外，如果正品的单位生产成本足够大，社会福利也会随着生产成本的增加而增加。
The phenomenon of copycats is common in a wide range of industries. Recently, to indicate product authenticity and combat copycats, many brand name companies (BNCs) have started selling products through retailers. These BNCs deploy a scalable protocol that is integrated into a permissioned blockchain technology (PBT) platform. We examine how PBT combats copycats in the supply chain and how it benefits BNCs. Although PBT implementation helps novice customers identify product authenticity and the real quality of products, that is, to take advantage of a quality disclosure effect, we show that, if and only if the number of novice customers is large enough, then selling through a PBT retailer can effectively combat copycats. Thus, PBT increases the profit of the BNC, consumer surplus, social welfare, and reduces the profit of a copycat. Moreover, conventional wisdom tells us that PBT ensures supply chain transparency and motivates a firm to improve its product quality. However, the BNC reduces the quality of its products when using PBT, because an improvement in product quality is not profitable if consumers can distinguish between genuine and imitation products. Furthermore, we extend the model by considering the case where the BNC itself implements PBT. Without the double marginalization effect, even if the number of novice customers is small, blockchain technology may exist in the market (the BNC self‐implements). In addition, if the unit production cost of a genuine product is large enough, social welfare increases when production cost increases.
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期刊：
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