Crowdsourcing New Product Design on the Web: An Analysis of Online Designer Platform Service

Table 1

The list of scenarios being considered in this paper.

Scenario	Decision sequence		Follower’s problem	Leader’s problem
	Leader	Follower
Project-oriented R-led	Retailer	Project-oriented designer	For any given Q, to find; 𝑝^∗=argmax𝑝≥0{Ψ(𝑝,𝑄)}; s.t. 𝛼𝜋(𝑄,𝑝)≥0, for all 𝑥≥0.	Anticipating 𝑝^∗, to find; 𝑄^∗=argmax𝑄≥0{𝐸[𝜋(𝑄,𝑝^∗)]}
Market-oriented R-led	Retailer	Market-oriented designer	For any given Q, to find; 𝑝^∗=argmax𝑝≥0{𝐸[𝑞(𝑝,𝑄)]}; s.t. 𝛼𝜋(𝑄,𝑝)≥0, for all 𝑥≥0.	Anticipating 𝑝^∗, to find; 𝑄^∗=argmax𝑄≥0{𝐸[𝜋(𝑄,𝑝^∗)]}
Project-oriented D-led	Project-oriented designer	Retailer	For any given 𝑝, to find; 𝑄^∗=argmax𝑄≥0{𝐸[𝜋(𝑄,𝑝)]}	Anticipating 𝑄^∗, to find; 𝑝^∗=argmax𝑝≥0{Ψ(𝑝,𝑄^∗)}; s.t. 𝛼𝜋(𝑄^∗,𝑝^∗)≥0, for all 𝑥≥0
Market-oriented D-led	Market-oriented designer	Retailer	For any given 𝑝, to find; 𝑄^∗=argmax𝑄≥0{𝐸[𝜋(𝑄,𝑝)]}	Anticipating 𝑄^∗, to find; 𝑝^∗=argmax𝑝≥0{𝐸[𝑞(𝑝,𝑄^∗)]}; s.t. 𝛼𝜋(𝑄^∗,𝑝^∗)≥0, for all 𝑥≥0