Retail competition and cooperative advertising
نویسندگان
چکیده
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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ورودعنوان ژورنال:
- Oper. Res. Lett.
دوره 39 شماره
صفحات -
تاریخ انتشار 2011