Pricing and two-tier advertising with one manufacturer and one retailer

被引：105

作者：

Szmerekovsky, Joseph G. ^{[1
]}

Zhang, Jiang ^{[2
]}

机构：

[1] N Dakota State Univ, Dept Management Mkt & Finance, Coll Business, Fargo, ND 58105 USA

[2] Adelphi Univ, Dept Management Mkt & Decis Sci, Sch Business, Garden City, NY 11530 USA

来源：

EUROPEAN JOURNAL OF OPERATIONAL RESEARCH | 2009年 / 192卷 / 03期

关键词：

Two-tier advertising; Pricing decisions; Stackelberg game; Manufacturer-retailer supply chain; SUPPLY CHAINS; GAME-THEORY; DOMINANT RETAILER; COORDINATION; MODELS; MARKET; POWER;

D O I：

10.1016/j.ejor.2007.10.005

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This paper considers the pricing decisions and two-tier advertising levels between one manufacturer and one retailer where customer demand depends on the retail price and advertisement by a manufacturer and a retailer. We solve a Slackelberg game with the manufacturer as the leader and the retailer as the follower. With price sensitive customer demand and a linear wholesale contract, we obtain the optimal decisions by the manufacturer and the optimal responses by the retailer. Our results show that cost sharing of local advertising does not work well, it is better for the manufacturer to advertise nationally and offer the retailer a lower wholesale price. (c) 2007 Elsevier B.V. All rights reserved.

引用

页码：904 / 917

页数：14

共 28 条

[11] Strategic manufacturer response to a dominant retailer [J].

Geylani, Tansev ;

Dukes, Anthony J. ;

Srinivasan, Kannan .

MARKETING SCIENCE, 2007, 26 (02) :164-178

[12] Project network models with discounted cash flows a guided tour through recent developments [J].

Herroelen, WS ;

VanDommelen, P ;

Demeulemeester, EL .

EUROPEAN JOURNAL OF OPERATIONAL RESEARCH, 1997, 100 (01) :97-121

[13] An analysis of manufacturer-retailer supply chain coordination in cooperative advertising [J].

Huang, ZM ;

Li, SX ;

Mahajan, V .

DECISION SCIENCES, 2002, 33 (03) :469-494

[14] Co-op advertising models in manufacturer-retailer supply chains: A game theory approach [J].

Huang, ZM ;

Li, SX .

EUROPEAN JOURNAL OF OPERATIONAL RESEARCH, 2001, 135 (03) :527-544

[15]

JONES JP, 1990, HARVARD BUSINESS SEP, P2

[16] Manufacturer-retailer channel interactions and implications for channel power: An empirical investigation of pricing in a local market [J].

Kadiyali, V ;

Chintagunta, P ;

Vilcassim, N .

MARKETING SCIENCE, 2000, 19 (02) :127-148

[17] All-units discounts in retail contracts [J].

Kolay, S ;

Shaffer, G ;

Ordover, JA .

JOURNAL OF ECONOMICS & MANAGEMENT STRATEGY, 2004, 13 (03) :429-459

[18]

KUMAR N, 1996, HARVARD BUSINESS NOV, P92

[19] Cooperative advertising, game theory and manufacturer-retailer supply chains [J].

Li, SX ;

Huang, ZM ;

Zhu, J ;

Chau, PYK .

OMEGA-INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE, 2002, 30 (05) :347-357

[20]

Png I., 2001, MANAGERIAL EC, V2nd

← 1 2 3 →