Publication Type

Master Thesis

Publication Date



The Billboard effect in operations management indicates that the increasing shelfspace allocated to a product has a positive effect on the product demand. This paper studies the billboard effect on the vertical information sharing strategy of competing supply chains in an environment with production diseconomies. We consider a model of two competing supply chains. Each supply chain consists of one retailer and one manufacturer, and the retailers engage in Cournot (quantity) competition. We analyze how equilibrium information sharing strategy, wholesale price and retail quantity are affected by the billboard effect. Our results show that with the existence of production diseconomies, information sharing benefits the supply chain and the billboard effect increases the value of information sharing.


billboard effect, information sharing, production diseconomy, supply chain management, competition

Degree Awarded

MSc in Operations Management


Business Administration, Management, and Operations | Management Information Systems


Zhengping, Wu

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