Title

Retail competition and cooperative advertising

Authors

Authors

X. L. He; A. Krishnamoorthy; A. Prasad;S. P. Sethi

Comments

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Abbreviated Journal Title

Oper. Res. Lett.

Keywords

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

Abstract

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.

Journal Title

Operations Research Letters

Volume

39

Issue/Number

1

Publication Date

1-1-2011

Document Type

Article

Language

English

First Page

11

Last Page

16

WOS Identifier

WOS:000287348600003

ISSN

0167-6377

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