A Sustainable Online-to-Offline (O2O) Retailing Strategy for a Supply Chain Management under Controllable Lead Time and Variable Demand

Every industry always tries to provide the best service its consumers. To better consumer and optimize profit, a sustainable online-to-offline retailing strategy is proposed in this current study. Both online offline systems are considered here, i.e., service, sells products offline. Due consideration of systems, selling price also different for modes, demand particular product combined demand, which depend on product. Moreover, exact lead time backorder calculated obtain system’s cost or directly improves service. Different investments incorporated total system profit. A distribution-free approach utilized solve model. Numerical examples provided prove applicability model reality. Sensitivity analysis performed based critical parameters. Special cases graphical representations global optimality