A Study on Supply Chain Decision-Making in Fresh Produce Competition Considering Corporate Reputation

This study examines two competing green supply chains, each consisting of a supplier and a retailer, using a Stackelberg game model to investigate the impact of different levels of corporate reputation awareness on supply chain members. A comparative analysis of equilibrium decisions under three distinct modes of corporate reputation awareness was conducted, and numerical simulations were employed for validation. The findings reveal that improving corporate reputation awareness of fresh agricultural product suppliers can effectively enhance product freshness efforts and expand market share. In a dual-chain competitive environment, the supply chain with a higher corporate reputation has an advantage in both freshness efforts and market share, while the supply chain with a lower reputation faces the loss of market share, which is highly detrimental to the long-term development of the business. The study suggests that supply chain members can leverage corporate reputation awareness to build differentiated competitive advantages, providing managerial insights for optimizing strategies in green supply chain competition.