- Research Article
- 10.1080/03155986.2026.2629727
Manufacturer encroachment channel selection with quality-differentiated products
- Feb 13, 2026
- INFOR: Information Systems and Operational Research
- Qin Zhang + 2 more +2
Encroachment and product diversification are two effective strategies that manufacturers can leverage to gain a competitive edge and increase revenue. This study focuses on a manufacturer producing two quality-differentiated products, exploring various strategies for market encroachment. In addition to conventional retail channel, the manufacturer can pursue encroachment by directly selling one or both products through its own channel or the agency channel provided by the platform retailer. We show that in the case of direct channel encroachment, only when the selling cost is very low, the manufacturer will choose to encroach through both products. As the selling cost rises, encroaching with one single product becomes the preferred strategy, and at a high selling cost, the manufacturer will abandon encroachment. There is a similar conclusion when the manufacturer encroaches with agency channel, and the choice of the manufacturer depends on the commission rate. Moreover, only the single product through the agency channel encroachment strategy can lead to a win-win outcome for the manufacturer and the retailer under certain conditions. Furthermore, we identify a critical selling cost threshold that dictates the manufacturer’s approach to encroachment. These findings provide insights into how manufacturers can navigate encroachment dynamics in markets with differentiated products.
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