Retail competition and cooperative advertising

被引：69
|
作者：
He, Xiuli [2 ]
Krishnamoorthy, Anand [3 ]
Prasad, Ashutosh [1 ]
Sethi, Suresh P. [1 ]
机构：
[1] Univ Texas Dallas, Sch Management, Richardson, TX 75080 USA
[2] Univ N Carolina, Belk Coll Business, Charlotte, NC 28223 USA
[3] Univ Cent Florida, Coll Business Adm, Orlando, FL 32816 USA
来源：
OPERATIONS RESEARCH LETTERS | 2011年 / 39卷 / 01期
关键词：
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;
D O I：
10.1016/j.orl.2010.10.006
中图分类号：
C93 [管理学]; O22 [运筹学];
学科分类号：
070105 ; 12 ; 1201 ; 1202 ; 120202 ;
摘要：
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.
引用
收藏
页码：11 / 16
页数：6
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