닫힌 공급망에서의 친환경 최적 광고모형 연구

Optimal green advertising incentive model in a closed loop supply chain

This research investigates green advertising incentive strategies in a dynamic dual-channel closed-loop supply chain (CLSC) where a manufacturer as a leader directing both traditional retailer channel and e-retail (online) channel. We built three different green advertising incentive models: a non co-op green advertising incentive model (NGA-Model); a unilateral co-op green advertising incentive model (CGA-Model); and, a bilateral co-op green advertising incentive model (BGA-Model). The results show that the BGA-Model is the best than the other two green advertising incentive strategies in CLSC system.