Retail competition and cooperative advertising

被引：70

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

页码：11 / 16

页数：6

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