Profit Seeking vs. Survival Seeking: An Analytical Study of Supplier's Behavior and Buyer's Subsidy Strategy

Abstract

Supplier default is common in emerging markets. Suppliers under the threat of default have different objectives from profit‐seeking companies. This paper analytically tests how profit‐seeking or survival‐seeking behavior, single‐period or two‐period consideration, and buyer's subsidy influence the supplier's and buyer's final utilities. The results show that under single‐period consideration, the supplier's survival‐seeking strategy in fact drives more start‐ups or small suppliers out of business when the competition becomes severe; under two‐period consideration, no matter which strategy (profit‐seeking or survival‐seeking) the supplier selects, the second‐period price and profit are always higher than those of the first period. Furthermore, we find that providing subsidy is an effective way for buyer to keep suppliers’ competition at a certain level on the behalf of buyer's interest. By numerically estimating the benefits associated with the cost of subsidy, we provide a basis for understanding the cost–benefit analysis of buyer's subsidy strategy.