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Cooperative advertising programs: are accrual constraints necessary?
This paper investigates how the use of an accrual constraint in a cooperative advertising program affects channel members’ profits in a bilateral monopoly, as well as their pricing and advertising decisions. The main ...
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 ...