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Cooperative advertising in competing supply chains and the long-term effects of retail advertising
(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 ...
Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
(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 ...
Assessing the profitability of cooperative advertising programs in competing channels
(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 ...