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The combination of traditional retail channel with direct channel adds a new dimension of competition to manufacturers’ distribution system. In this paper, we consider a make-to-order manufacturer with two channels of sale, sale through retailers and online direct sale. The customers are classified into different classes, based on their sensitivity to price and due date. The orders of traditional retail channel customers are fulfilled in the same period of ordering. However, price and due date are quoted to the online customers based on the available capacity as well as the other orders in the pipeline. We develop two different structures of the supply chain: centralized and decentralized dual-channel supply chain which are formulated as bilevel binary nonlinear models. The Particle Swarm Optimization algorithm is also developed to obtain a satisfactory near-optimal solution and compared to a genetic algorithm. Through various numerical analyses, we investigate the effects of the customers’ preference of a direct channel on the model’s variables.

A Particle Swarm Optimization Algorithm for Solving Pricing and Lead Time Quotation in a Dual-Channel Supply Chain with Multiple Customer Classes