博士生导师
硕士生导师
个人信息Personal Information
教师英文名称：GENG Wei
学历：博士研究生毕业
学位：工学博士学位
毕业院校：清华大学
学科：企业管理. 管理科学与工程
所在单位：经济管理学院
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Reshore or Offshore Outsourcing? The Role of Brand Encroachment
DOI码：10.1109/TEM.2026.3689247
发表刊物：IEEE Transactions on Engineering Management
关键字：Brand encroachment, brand influence, offshore outsourcing, reshore outsourcing, tariff.
摘要：Amid rising trade policy uncertainty and the rapid expansion of digital cross-border platforms, contract manufacturers in low-labor-cost countries (LCMs) are transitioning from the "world's factory" to global brand competitors.This shift is reshaping the offshore and reshore outsourcing decisions of global brand owners (OBs). We develop a game-theoretic model of a cross-border supply chain where an LCM decides whether to engage in brand encroachment, while an OB chooses between offshore and reshore outsourcing. Our analysis yields several key insights. First, when the LCM engages in cross-border brand encroachment, the tariff may fail to induce reshore outsourcing when the LCM lowers its wholesale prices due to the profit compensation effect. Second, when the labor cost advantage is small, encroachment becomes a dominant strategy and is further strengthened by the higher tariff. In contrast, when the labor cost advantage is moderate (or high), the LCM's encroachment decision reflects a tradeoff among the suppression effect (or market erosion effect), the cost reduction effect, and the gains from self-branding. Finally, when the LCM faces a high unit material cost and a limited labor cost advantage, the strategy of encroachment with reshore outsourcing can benefit the LCM, the OB, and consumers. The robustness of the main findings is confirmed across various extended cases, including changes in the sequence of events, consumer preference, price competition, and the LCM's brand influence over OB.
合写作者：Xuemei Lai
第一作者：Li Liu
论文类型：SCI
通讯作者：Qin Zhou,Wei Geng
学科门类：管理学
文献类型：J
卷号：73
页面范围：3251-3263
是否译文：否
发表时间：2026-04-30
收录刊物：SCI