The coordinating contracts for a fuzzy supply chain with effort and price dependent demand

This paper investigates the coordination of a two-echelon supply chain with fuzzy demand that is dependent on both retail price and sales effort. In contrast with the centralized and decentralized decision models, two coordinating models based on symmetric information and asymmetric information about retailer’s scale parameter are developed by game theory, and the corresponding analytical solutions are obtained. Theoretical analysis and numerical examples yield the maximal supply chain profits in two coordination situations are equal to that in the centralized situation and greater than that in the decentralized situation. Furthermore, under asymmetric information contract, the maximal expected profit obtained by the low-scale-level retailer is higher than that under symmetric information contract.