Özsaygının tedarik zinciri kararlarına etkisi

We study the effects of self-esteem on supply chain decisions and profits. To this end, the data obtained in computerized decision-making experiments in which human subjects participated as manufacturers (who offer a contract) and retailers (who either reject the contract, or accept and set the order quantity from the manufacturer) that engage in a long run relationship is used. Rosenberg scale survey data is used to categorize the manufacturers and retailers into high and low self-esteem classes. We find low self-esteem manufacturers to offer more attractive contracts to retailers, obtain lower profits themselves and cause higher supply chain total profit. Contrary to our expectations, we find high self-esteem retailers to end up accepting less favorable contracts compared to low self-esteem retailers, though the difference is not statistically significant. We explain this phenomena with the overordering tendency of the high self-esteem retailers: They overorder more frequently, and make larger overorders. We observe manufacturers to increase the attractiveness of their contract offer in the next period following a rejection. Finally, we develop a regression model to explain retailer order quantity decisions based on the retailer self-esteem score, lost demand in the previous period, number of contract rejections in the relationship, and the optimal order quantity. Our results indicate the importance of self-esteem as a significant factor in supply chain decisions and firms' profit performance.