Strategic Analysis in Manufacturer-Retailer Co-op Supply Chains
In this study,we explore the role of cooperative (co- op) advertising efficiency of transactions between a manufacturer and a retailer. We address the impact of brand name investments,local advertising,and sharing policy on co-op advertising programs. Game theory concepts form the foundation for the analysis. We begin with the classical co-op advertising model where the manufacturer,as the leader,first specifies its strategy. The retailer,as the follower,then decides on its decision. We then relax the assumption of retailers inability to influence the manufacturers decisions and discuss full coordination between the manufacturer and the retailer on co-op advertising.
co-op advertising manufacturer-retailer supply chains game theory coordination
Susan Li Zhimin Huang
School of Business Adelphi University Garden City,NY 11530,USA
国际会议
The First International Conference on Management Innovation(ICMI 2007)(管理创新会议)
上海
英文
27-29
2007-06-04（万方平台首次上网日期，不代表论文的发表时间）