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Cooperative Advertising in a Supply Chain with Horizontal Competition
Joint Authors
He, Yi
Yue, Xiaohang
Gou, Qinglong
Wu, Chunxu
Source
Mathematical Problems in Engineering
Issue
Vol. 2013, Issue 2013 (31 Dec. 2013), pp.1-16, 16 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2013-06-13
Country of Publication
Egypt
No. of Pages
16
Main Subjects
Abstract EN
Cooperative advertising programs are usually provided by manufacturers to stimulate retailers investing more in local advertising to increase the sales of their products or services.
While previous literature on cooperative advertising mainly focuses on a “single-manufacturer single-retailer” framework, the decision-making framework with “multiple-manufacturer single-retailer” becomes more realistic because of the increasing power of retailers as well as the increased competition among the manufacturers.
In view of this, in this paper we investigate the cooperative advertising program in a “two-manufacturer single-retailer” supply chain in three different scenarios; that is, (i) each channel member makes decisions independently; (ii) the retailer is vertically integrated with one manufacturer; (iii) two manufacturers are horizontally integrated.
Utilizing differential game theory, the open-loop equilibrium-advertising strategies of each channel member are obtained and compared.
Also, we investigate the effects of competitive intensity on the firm’s profit in three different scenarios by using the numerical analysis.
American Psychological Association (APA)
He, Yi& Gou, Qinglong& Wu, Chunxu& Yue, Xiaohang. 2013. Cooperative Advertising in a Supply Chain with Horizontal Competition. Mathematical Problems in Engineering،Vol. 2013, no. 2013, pp.1-16.
https://search.emarefa.net/detail/BIM-1032022
Modern Language Association (MLA)
He, Yi…[et al.]. Cooperative Advertising in a Supply Chain with Horizontal Competition. Mathematical Problems in Engineering No. 2013 (2013), pp.1-16.
https://search.emarefa.net/detail/BIM-1032022
American Medical Association (AMA)
He, Yi& Gou, Qinglong& Wu, Chunxu& Yue, Xiaohang. Cooperative Advertising in a Supply Chain with Horizontal Competition. Mathematical Problems in Engineering. 2013. Vol. 2013, no. 2013, pp.1-16.
https://search.emarefa.net/detail/BIM-1032022
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1032022