Retail competition and cooperative advertising
Abbreviated Journal Title
Oper. Res. Lett.
Cooperative advertising; Retail competition; Sales-advertising models; Marketing channel; Differential games; Feedback Stackelberg equilibrium; PARTICIPATION RATES; DYNAMIC DUOPOLY; CHANNEL; GAME; STRATEGIES; MODEL; EXPENDITURES; COORDINATION; OPERATIONS; DECISIONS; Operations Research & Management Science
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. Published by Elsevier B.V.
Operations Research Letters
"Retail competition and cooperative advertising" (2011). Faculty Bibliography 2010s. 1376.