This paper analyses the pricing and effort decisions of a supply chain with single manufacturer and single retailer. The manufacturer produces a kind of product and then wholesales the product to the retailer, who in turn retails it to customers over a single selling season. The retailer can influence demand through her sales effort. This research depicts the consumer demand, the manufacturing cost and the sales effort cost as uncertain variables. Considering the demand expansion effectiveness of sales effort, one centralised and three decentralised game models are built on the basis of the expected value criterion, and the equilibrium solutions are obtained. We investigate the effects of the parameters’ uncertainty degrees on the pricing and effort decisions. The results indicate that the manufacturer benefits from improvement in demand and cost uncertainties when he has at least bargaining power in the supply chain. The results also imply that the uncertainty degree of sales effort elasticity has an outstanding influence on the pricing and effort decisions, whereas the uncertainty degree of price elasticity has a modest impact on these decisions. We also study the effects of the parameters’ uncertainty degrees on the supply chain from the consumers’ perspective. The results suggest that with a power retailer, the retail price should always be on the high end. Consequently, consumers do not necessarily benefit from a power retailer. When the manufacturer and the retailer have equal bargaining power, consumers do not necessarily benefit from the supply chain, either.

In recent years, there have been frequent cases of impact on the stable development of supply chain economy caused by uncertain events such as COVID-19 and extreme weather events. The creation, management, and impact coping techniques of the supply chain economy now face wholly novel requirements as a result of the escalating level of global uncertainty. Although a significant literature applies uncertainty analysis and optimization modeling (UAO) to study supply chain management (SCM) under uncertainty, there is a lack of systematic literature review and research classification. Therefore, in this paper, 121 articles published in 44 international academic journals between 2015 and 2022 are extracted from the Web of Science database and reviewed using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Bibliometric analysis and CiteSpace software are used to identify current developments in the field and to summarize research characteristics and hot topics. The selected published articles are classified and analyzed by author name, year of publication, application area, country, research purposes, modeling methods, research gaps and contributions, research results, and journals to comprehensively review and evaluate the SCM in the application of UAO. We find that UAO is widely used in SCM under uncertainty, especially in the field of decision-making, where it is common practice to abstractly model the decision problem to obtain scientific decision results. This study hopes to provide an important and valuable reference for future research on SCM under uncertainty. Future research could combine uncertainty theory with supply chain management segments (e.g., emergency management, resilience management, and security management), behavioral factors, big data technologies, artificial intelligence, etc.