search query: @author Mahajan, V. / total: 50
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| Author: | Huang, Z. Li, S.X. Mahajan, V. |
| Title: | An analysis of manufacturer-retailer supply chain coordination in cooperative advertising |
| Journal: | Decision Sciences
2002 : SUMMER, VOL. 33:3, p. 469-494 |
| Index terms: | Advertising Co-operation Game theory Manufacturing Retailing Supply chain management |
| Language: | eng |
| Abstract: | Recent market trends have shown a shift in power from manufacturers to retailers. Retailers, as a result, may now possess equal or even greater power than a manufacturer in some instances when it comes to retailing. Based on this new market phenomenon, the authors inted to explore the role of co-op advertising in a manufacturer-retailer supply chain through brand name investments, local advertising expenditures, and sharing rules of advertising expenses. Two co-op advertising models are developed and compared. |
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