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Article: Cooperative advertising, game theory and manufacturer-retailer supply chains
Title | Cooperative advertising, game theory and manufacturer-retailer supply chains |
---|---|
Authors | |
Keywords | Bargaining model Co-op advertising Leader-follower relationship Pareto efficiencies Supply chains |
Issue Date | 2002 |
Publisher | Pergamon. The Journal's web site is located at http://www.elsevier.com/locate/omega |
Citation | Omega, 2002, v. 30 n. 5, p. 347-357 How to Cite? |
Abstract | Cooperative (co-op) advertising plays a significant role in marketing programs in conventional supply chains and makes up the majority of promotional budgets in many product lines for both manufacturers and retailers. We develop three strategic models for determining equilibrium marketing and investment effort levels for a manufacturer and a retailer in a two-member supply chain. Especially, we address the impact of brand name investments, local advertising, and sharing policy on co-op advertising programs in these models. The first model offers a formal normative approach for analyzing the traditional co-op advertising program where the manufacturer is the leader and the retailer is a follower. The second model provides a further analysis on this manufacturer-dominated relationship. The third model incorporates the recent market trend of retailing power shifts from manufacturers to retailers to analyze efficiencies of co-op advertising programs. We examine the effect of supply chain on the differences in profits resulting from following coordinated strategies as opposed to leader-follower strategies. A cooperative bargaining approach is utilized for determine the best co-op advertising scheme for achieving full coordination in the supply chain. © 2002 Elsevier Science Ltd. All rights reserved. |
Persistent Identifier | http://hdl.handle.net/10722/85746 |
ISSN | 2023 Impact Factor: 6.7 2023 SCImago Journal Rankings: 2.647 |
ISI Accession Number ID | |
References |
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Li, SX | en_HK |
dc.contributor.author | Huang, Z | en_HK |
dc.contributor.author | Zhu, J | en_HK |
dc.contributor.author | Chau, PYK | en_HK |
dc.date.accessioned | 2010-09-06T09:08:46Z | - |
dc.date.available | 2010-09-06T09:08:46Z | - |
dc.date.issued | 2002 | en_HK |
dc.identifier.citation | Omega, 2002, v. 30 n. 5, p. 347-357 | en_HK |
dc.identifier.issn | 0305-0483 | en_HK |
dc.identifier.uri | http://hdl.handle.net/10722/85746 | - |
dc.description.abstract | Cooperative (co-op) advertising plays a significant role in marketing programs in conventional supply chains and makes up the majority of promotional budgets in many product lines for both manufacturers and retailers. We develop three strategic models for determining equilibrium marketing and investment effort levels for a manufacturer and a retailer in a two-member supply chain. Especially, we address the impact of brand name investments, local advertising, and sharing policy on co-op advertising programs in these models. The first model offers a formal normative approach for analyzing the traditional co-op advertising program where the manufacturer is the leader and the retailer is a follower. The second model provides a further analysis on this manufacturer-dominated relationship. The third model incorporates the recent market trend of retailing power shifts from manufacturers to retailers to analyze efficiencies of co-op advertising programs. We examine the effect of supply chain on the differences in profits resulting from following coordinated strategies as opposed to leader-follower strategies. A cooperative bargaining approach is utilized for determine the best co-op advertising scheme for achieving full coordination in the supply chain. © 2002 Elsevier Science Ltd. All rights reserved. | en_HK |
dc.language | eng | en_HK |
dc.publisher | Pergamon. The Journal's web site is located at http://www.elsevier.com/locate/omega | en_HK |
dc.relation.ispartof | Omega | en_HK |
dc.subject | Bargaining model | en_HK |
dc.subject | Co-op advertising | en_HK |
dc.subject | Leader-follower relationship | en_HK |
dc.subject | Pareto efficiencies | en_HK |
dc.subject | Supply chains | en_HK |
dc.title | Cooperative advertising, game theory and manufacturer-retailer supply chains | en_HK |
dc.type | Article | en_HK |
dc.identifier.openurl | http://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0305-0483&volume=30 &issue=5&spage=347&epage=357&date=2002&atitle=Cooperative+advertising,+game+theory+and+manufacturer-retailer+supply+chains%27 | en_HK |
dc.identifier.email | Chau, PYK: pykchau@hkucc.hku.hk | en_HK |
dc.identifier.authority | Chau, PYK=rp01052 | en_HK |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1016/S0305-0483(02)00051-8 | en_HK |
dc.identifier.scopus | eid_2-s2.0-0036807798 | en_HK |
dc.identifier.hkuros | 81774 | en_HK |
dc.relation.references | http://www.scopus.com/mlt/select.url?eid=2-s2.0-0036807798&selection=ref&src=s&origin=recordpage | en_HK |
dc.identifier.volume | 30 | en_HK |
dc.identifier.issue | 5 | en_HK |
dc.identifier.spage | 347 | en_HK |
dc.identifier.epage | 357 | en_HK |
dc.identifier.isi | WOS:000179715800004 | - |
dc.publisher.place | United Kingdom | en_HK |
dc.identifier.scopusauthorid | Li, SX=7409244757 | en_HK |
dc.identifier.scopusauthorid | Huang, Z=7406221808 | en_HK |
dc.identifier.scopusauthorid | Zhu, J=7405692810 | en_HK |
dc.identifier.scopusauthorid | Chau, PYK=7102267201 | en_HK |
dc.identifier.citeulike | 5971659 | - |
dc.identifier.issnl | 0305-0483 | - |