Financing an online newsvendor with considering the impact of advertising strategy
研究了电商平台与资金受限零售商组成的在线供应链中，广告与融资决策的相互影响，发现广告能降低风险且总是有益的，平台在决定广告水平时才愿支持零售商。
This study examines the relationship between advertising and financing decisions in an online supply chain consisting of an e-platform and a capital-constrained retailer. The e-platform is the leader in a Stackelberg game, and the interaction is modelled in two advertising scenarios. The results indicate that advertising can reduce risk and is always beneficial, with an e-platform willing to support the retailer only when the former decides on the advertising level. When providing both advertising and financing services, the e-platform gains the ability to directly regulate the retailer's ordering decisions, thereby increasing its strategic flexibility.