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Cooperative advertising in competing supply chains and the long-term effects of retail advertising
The profitability of cooperative advertising (CA) programs is analyzed in a supply chain where competing manufacturers sell their products through competing retailers. We study a two-period game-theoretic model that accounts ...
Assessing the profitability of cooperative advertising programs in competing channels
A large literature studied the profitability (effectiveness) of cooperative advertising programs (CAPs) in distribution channels, but very few studies modeled pricing decisions in competitive markets under different channel ...
Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
The effectiveness of cooperative advertising programs is studied in a market where two competing manufacturers deal with an exclusive retailer and two products. Two two-stage game theoretic models are developed to analyze ...