Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation
نویسنده
چکیده
Cooperative advertising arrangements between manufacturers and resellers contain two principal components in their payment schedules: a participation rate and an accrual rate. We analyze 2,156 cooperative advertising plans to see how they vary across consumer and industrial products, as well as between convenience and nonconvenience consumer products. We also study how participation and accrual rates vary by the level of manufacturer concentration across product categories. We find that both participation and accrual rates are higher for cõnsumer products than for industrial products and within consumer products are higher for convenience products than for nonconvenience products. We find mixed results for the effect of manufacturer concentration on these rates. We discuss how these results are consistent with existing perspectives on cooperative adverfising.
منابع مشابه
International Natural Gas sale and Transportation Contracts and the point of contractual risk transfer upon CISG (Vienna1980)
Determining where the risk of contractual responsibility transfers in international sale and transportation of gas contracts is very important in these wells and parties’ of these contracts, additionally the way of distributing the risk and the point it transfers influences contractual and financial position of the contract parties’.In transportation projects that natural gas is carried by pip...
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 کاملAn empirical investigation of interorganizational opportunism and contracting mechanisms
This study investigates contracting mechanisms in situations of opportunistic disputes between organizations. The authors specifically explore the relationships between the formal versus informal nature of opportunism and the formal versus informal nature of contractual governance. They use a unique data set of 102 buyer– supplier disputes to explore in depth different types of opportunism – th...
متن کاملCompeting risks for train tickets ヨ An empirical investigation of customer behavior and performance in the railway industry
Based on a comprehensive data set of German railway customers we analyze consumers’ choices and particularly subsequent changes of two-part pricing contracts (loyalty cards). In a competing risks framework, we simultaneously estimate effects on three types of contractual events: cancellations, upgrades, and downgrades. Focusing on customer relationship management (CRM) practices, we find severa...
متن کاملApplying Non-Contractual Methods and Quantitative Terms to Increase the Durability of Long-Term Natural Gas Sale Agreements
The success of long-term gas sales contracts is largely related to the ability of the seller and the buyer to adapt the terms of the contract to their conditions, infrastructure, facilities and market. If the buyer's demand changes from season to season and seasonally fluctuates, problems and complexities arise for the seller and he may need to provide the excess capacity to produce, refine and...
متن کامل