Retail competition and cooperative advertising

    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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