Building on the use of digital technology in supply chain management, this paper integrates data governance service providers into the supply chain. Given the distinct nature of data governance services, the paper illustrated the learning effect curve and simulated their output function. Building on this, four different supply chain data governance models were proposed, namely, manufacturer single governance model, retailer single governance model, manufacturer and retailer independent governance model, and manufacturer and retailer collaborative governance model. Constructed the profit model for the supply chain within the relevant framework. By vertically comparing the optimal decisions and system performance across various models, the study concluded that the collaborative governance model maximizes supply chain profit and is more responsive to factors that enhance overall profitability.

With the organic integration of the Internet and remanufacturing industry, traditional manufacturers can recycle used products and sell products (including new and remanufactured products) through e-commerce retail platforms. A recycling and remanufacturing supply chain with three members (manufacturer, e-commerce retail platform, third-party recycler) is constructed in this paper. Manufacturer has remanufacturing capabilities, and the e-commerce retail platform can provide logistics service. In response to the organic integration of the Internet and remanufacturing industry, we mainly consider the pricing decisions of consumer preferences for online sales models and recycled products’ quality. Based on the impact of consumer used product recycling promotion activities on supply chain, a pricing game model was constructed for three recycling channels: manufacturer, e-commerce retail platform, and third-party recycler. Optimal pricing decision, logistics service level, used product recycling promotion intensity index, and recycling rate were obtained. Research has shown that consumer preferences can significantly improve supply chain logistics service level, pricing, market demand, and profits; Strengthening consumer awareness of remanufacturing used products and improving recycled products’ quality can not only lower consumer purchase prices and expand consumer demand, but also increase profits of supply chain members.

This paper investigates the effect of market orientation on small businesses active in fast food industry. Using a simple random method, the study selects a sample 278 fast food units out of approximately 1000 existing restaurants in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes it among regular fast food consumers. Using structural equation modeling, the study has detected that there were positive and meaningful relationships between continuous changes on consumer preferences on products and services on one side and market orientation on the other side.