This paper develops some models to explore the choice of supply chain between public e-markets and private e-markets. We derive the expected profits of the retailer and the supplier and obtain the corresponding optimal strategies in private e-markets, i.e., the supply chain member owns the e-markets. We also analyze the profits of the supply chain in public e-markets, i.e., the e-markets is run by a third party. In addition, we compare the cost of operating supply chain's private e-markets with that of public e-markets. Finally, we indentify the conditions under which the supply chain operate their own e-markets.
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