摘要 : This research considers advertising and corporate social responsibility (CSR) in a supplychain. The supply chain composed of a retailer and a manufacturer is considered. It isassumed that the manufacturer chooses one of two strate... 展开 This research considers advertising and corporate social responsibility (CSR) in a supplychain. The supply chain composed of a retailer and a manufacturer is considered. It isassumed that the manufacturer chooses one of two strategies: the manufacturer is only concernedwith its profit, and the manufacturer is concerned with society’s satisfaction levelin addition to its profit. Accordingly, in the second strategy, the manufacturer has a utilityconsisting of profit and consumer satisfaction. Concerning the manufacturer over consumers,satisfaction is assumed as the CSR concern. Therefore, in this study, a measure fordetermining the satisfaction level in society is developed for the first time. Moreover, weassume that the manufacturer could have environmental transparency in advertising whenfacing its customers. Hence, it is considered that the demand function is sensitive to advertisingtransparency. The effect of advertising transparency on the demand function is alsoconsidered in this paper. In addition, we assume that the supply chain members are rivalsand tend to determine their equilibrium decision variables to earn the maximum profit orutility. At last, based upon the equilibrium values of variables, some analysis and managerialinsights are proposed. For instance, when the manufacturer is concerned with CSR, theequilibrium advertising, demand, and the profit of the retailer are higher and the wholesaleand retail prices are lower than when he is not concerned about CSR. 收起