Cooperative Advertising with Accrual Rate in a Dynamic Supply Chain
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DOI: 10.1007/s13235-015-0165-z
Abstract: We consider a supply chain in which a manufacturer stimulates his retailers investing more local advertising expenditures through a cooperative advertising program (Co-op). Co-op advertising programs usually involve two important contractual terms, a participation rate… read more here.
Keywords: accrual rate; cooperative advertising; advertising; rate ... See more keywords
Stochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
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DOI: 10.1007/s40092-016-0164-8
Abstract: This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s… read more here.
Keywords: manufacturer retailer; cooperative advertising; manufacturer; advertising ... See more keywords