Browsing Faculty Publications by Author "Martin-Herran, Guiomar"
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Assessing the profitability of cooperative advertising programs in competing channels
Karray, Salma; Martin-Herran, Guiomar; Zaccour, Georges (Elsevier, 2017-02)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
Karray, Salma; Martin-Herran, Guiomar; Sigue, Simon-Pierre (ScienceDirect, 2017-02)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 ... -
Cooperative advertising in competing supply chains and the long-term effects of retail advertising
Karray, Salma; Martin-Herran, Guiomar; Sigue, Simon Pierre (2021-09-03)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 ...