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Coordination of pricing and co-op advertising models in supply chain: A game theoretic approach
| Content Provider | Semantic Scholar |
|---|---|
| Author | Alirezaei, Amin |
| Copyright Year | 2014 |
| Abstract | Article history: Received July 2 2013 Received in revised format September 7 2013 Accepted September 15 2013 Available online September 21 2013 Co-op advertising is an interactive relationship between manufacturer and retailer(s) supply chain and makes up the majority of marketing budget in many product lines for manufacturers and retailers. This paper considers pricing and co-op advertising decisions in two-stage supply chain and develops a monopolistic retailer and duopolistic retailer's model. In these models, the manufacturer and the retailers play the Nash, Manufacturer-Stackelberg and cooperative game to make optimal pricing and co-op advertising decisions. A bargaining model is utilized for determine the best pricing and co-op advertising scheme for achieving full coordination in the supply chain. © 2013 Growing Science Ltd. All rights reserved |
| Starting Page | 23 |
| Ending Page | 40 |
| Page Count | 18 |
| File Format | PDF HTM / HTML |
| DOI | 10.5267/j.ijiec.2013.09.006 |
| Volume Number | 5 |
| Alternate Webpage(s) | http://www.growingscience.com/ijiec/Vol5/IJIEC_2013_43.pdf |
| Alternate Webpage(s) | https://doi.org/10.5267/j.ijiec.2013.09.006 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
