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Coordination of Advertising Free Riding in Hybrid Channel Supply Chain
Joint Authors
Wang, Aihu
Sha, Jin
Lv, Ting
Wu, Wenling
Source
Discrete Dynamics in Nature and Society
Issue
Vol. 2016, Issue 2016 (31 Dec. 2016), pp.1-9, 9 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2016-06-15
Country of Publication
Egypt
No. of Pages
9
Main Subjects
Abstract EN
Advertising is a crucial tool for demand creation and market expansion; enterprises in supply chain use it widely to increase sales and improve profits.
But the homogeneity of products sold in hybrid channel supply chain magnifies the positive externalities of advertising and leads to serious free-riding problem.
To coordinate the supply chain effectively, firstly, this paper classifies hybrid channel supply chain based on the relationship between members and selects horizontally integrated, vertically integrated, and decentralized hybrid channel supply chains as research objects.
Then, a demand function considering the common effect of price and advertising is proposed and coordination schemes for different types of supply chains are designed.
Finally, a sensitivity analysis is performed to assess the impact of parameters on coordination using orthogonal experiment.
American Psychological Association (APA)
Sha, Jin& Wang, Aihu& Lv, Ting& Wu, Wenling. 2016. Coordination of Advertising Free Riding in Hybrid Channel Supply Chain. Discrete Dynamics in Nature and Society،Vol. 2016, no. 2016, pp.1-9.
https://search.emarefa.net/detail/BIM-1103550
Modern Language Association (MLA)
Sha, Jin…[et al.]. Coordination of Advertising Free Riding in Hybrid Channel Supply Chain. Discrete Dynamics in Nature and Society No. 2016 (2016), pp.1-9.
https://search.emarefa.net/detail/BIM-1103550
American Medical Association (AMA)
Sha, Jin& Wang, Aihu& Lv, Ting& Wu, Wenling. Coordination of Advertising Free Riding in Hybrid Channel Supply Chain. Discrete Dynamics in Nature and Society. 2016. Vol. 2016, no. 2016, pp.1-9.
https://search.emarefa.net/detail/BIM-1103550
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1103550