Problem definition: This paper studies a supply chain in which a manufacturer sells a product to consumers through a retailer. The retailer makes an endogenous demand improvement decision on whether or not to increase the potential market base, which is imperfectly observed by the manufacturer....

With data sampled from listed suppliers and customers in China from 2010 to 2017, the presenting work investigates how corporate social responsibility (CSR) is realised from the perspective of supply chains. Results found that socially responsible customers improved CSR performance of suppliers,...