Browsing Faculty Publications by Subject "Promotional alliance; Complementary product; Joint promotion; Independent product; Game theory; Marketing–OR interface"
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A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally
(Elsevier, 2015-07)This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate ...