Purpose: Companies face the critical reliability problem of products due to the development of outsourcing. This study intends to provide some feasible solutions for a company to improve the reliability level of products. Design/methodology/approach: The paper considers the reward and...

Problem definition: We consider an incumbent manufacturer who has an existing wholesale contract with a platform for which the latter sells as a private label on its platform. In this context, the manufacturer intends to launch its follower label which will coexist with the private label on the...