Horizontal and vertical demand forecast information sharing in a distributive dual‐channel supply chain considering the manufacturer's product quality improvement

Abstract Under the influence of market demand uncertainty, we discuss the issue of horizontal and vertical demand forecast information‐sharing in a distributive dual‐channel supply chain composed of a manufacturer, a traditional retailer and an online retailer in which both retailers obtain heterogeneous demand information through big data technology. We analyze vertical information‐sharing strategies in the condition that the manufacturer invests in product quality improvement under different horizontal information‐sharing scenarios. We also explore the value of horizontal information‐sharing across different channels through contrastive analysis. And the equilibrium information‐sharing states in different scenarios are conducted.