An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?
نویسندگان
چکیده
منابع مشابه
Stochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...
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Studies find that about 20-30% of all advertising is comparative in nature. Many of the comparisons are on products sold with the help of retailers. For a retailer, a manufacturer’s comparative ad campaign is a double-edged sword: an increase in its sales of the favored manufacturer’s product is often accompanied by a decrease in its sales of the product of comparison. In this paper, we conside...
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Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...
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Article history: Received 11 August 2010 Received in revised form 21 April 2011 Accepted 27 June 2011 Available online 13 July 2011
متن کاملRetail competition and cooperative advertising
We consider a cooperative advertising channel consisting of a manufacturer selling its product through a retailer in competition with another independent retailer. The manufacturer subsidizes its retailer’s advertising only when a certain threshold is positive. Moreover, the manufacturer’s support for its retailer is higher under competition than in its absence.
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ژورنال
عنوان ژورنال: Journal of Business Research
سال: 2017
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2016.07.005