Bargaining rationale for cooperative generic advertising*
نویسندگان
چکیده
© 2007 The Authors Journal compilation © 2007 Australian Agricultural and Resource Economics Society Inc. and Blackwell Publishing Ltd doi: 10.1111/j.1467-8489.2007.00385.x Blackwell Publishing Ltd Oxford, UK AJAR ustralian Journal of Agricultural and Resource Economics 1364-985X © 2007 The Author Journ Compilat on © 2007 A str lian Agricultural and Resource Economics Society Inc. and Blackwell Publishers Ltd XXX RIGINAL ARTICLES Cooperative generic adve tising .M. C spi and J.S. Jam s Bargaining rationale for cooperative generic advertising*
منابع مشابه
Designing of Supply Chain Coordination Mechanism with Leadership Considering (RESEARCH NOTE)
Abstract Vertical cooperative (co-op) advertising is typically a cost sharing mechanism and coordinated effort by the channel’s members in order to increase demand and overall profits. In this marketing strategy, the manufacturer shares a fraction of the retailer’s advertising investment. This paper studies the advertising and pricing decisions in a retailer-manufacturer supply chain in which...
متن کاملPricing and Advertising Decisions in a Three-level Supply Chain with Nash, Stackelberg and Cooperative Games
Pricing and advertising are two important marketing strategies in the supply chain management which lead to customer demand’s increase and therefore higher profit for members of supply chains. This paper considers advertising, and pricing decisions simultaneously for a three-level supply chain with one supplier, one manufacturer and one retailer. The amount of market demand is influenced ...
متن کاملCoordination of Information Sharing and Cooperative Advertising in a Decentralized Supply Chain with Competing Retailers Considering Free Riding Behavior
This paper studies a decentralized supply chain in which a manufacturer sells a common generic product through two traditional and online retailers under free riding market. We assume that the traditional retailer provides the value added services but the online retailer does not. Factors such as retail prices, local advertising of the retailers, global advertising of the manufacturer and servi...
متن کاملA game theoretical approach for pricing in a two-level supply chain considering advertising and servicing
This paper considers the advertising, pricing, and service decisions simultaneously to coordinate the supply chain with a manufacturer and a retailer. The amount of market demand is influenced by advertising, pricing and service decisions. In this paper, three well-known approaches to the game theory, including the Nash, the Stackelberg-retailer, and the cooperative game are exploited to study ...
متن کاملSolving a Two-Period Cooperative Advertising Problem Using Dynamic Programming
Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...
متن کامل