Strategic Business Mode Choices for E-Commerce Platforms under Brand Competition

Round 1

Reviewer 1 Report

Using a game-theoretic model, this paper investigates the strategic interactions between an e-commerce platform and two brand manufacturers when the e-commerce platform provides manufacturers with two sales models: reselling and marketing, and comes up with very novel findings. However, the following issues remain.

1.The abstract section should point out the significance and innovation of the research.

2.The keyword "platform" is replaced by "e-commerce platform" to better fit the content of this study

3.The data cited in the manuscript should include data from some other countries besides China, such as the data cited in the first paragraph of the introduction.

4.The significance and innovation of the study should also be pointed out in the introduction section.

5.The first paragraph in the literature review section should introduce from the study of this paper to the related literature studies, rather than directly presenting the related literature studies.

6.In the literature review section, in addition to listing existing relevant studies, existing studies should be analyzed and summarized.

7.The abstract, introduction, and conclusion sections addressing the findings of the paper should be differentiated in terms of presentation and detail to increase the readability of the paper.

In view of the above, it is recommended to revise carefully and then reexamine.

Author Response

Please see the attachment.

Author Response File: Author Response.pdf

Reviewer 2 Report

The paper Strategic business mode choices for e-commerce platforms under brand competition deals with an interesting topic, which is consistent with the purpose of the journal.

However, it needs revisions before it can be considered for publication in the journal. The following comments should be considered.

1. The ideas presented in the introduction must be supported by references

2. The discussion section should be developed by comparing the results obtained with similar previous research and with the authors' opinion on the differences

3. Managerial implications both for e-commerce platforms and manufactures should also be mentioned

4. The template, the citation system and bibliography do not correspond to the requirements of the journal

Author Response

Thank you for your comments. Please see the attachment.

Author Response File: Author Response.pdf

Round 2

Reviewer 2 Report

Dear authors, the efforts to improve the article are obvious.   Overall the paper is nicely written, builds on appropriate theories and methods, and presents some good results.