Game analysis of cooperative advertising and ordering strategies in a supply chain under demand uncertainty

Xitong Gongcheng Lilun yu Shijian/System Engineering Theory and Practice

Volumn 28, Issue 3, 2008, Pages 56-63

  Fu, Qiang ^a   Zeng, Shun Qiu ^a  

^a CHONGQING UNIVERSITY   (China)

Author keywords

Bargaining; Co op advertising; Game; Ordering; Supply chain

Indexed keywords

GAME THEORY; MARKETING; PROFITABILITY; RISK MANAGEMENT; STOCHASTIC MODELS; STRATEGIC PLANNING; UNCERTAINTY ANALYSIS;

ADVERTISING STRATEGIES; COOPERATIVE ADVERTISING; DEMAND UNCERTAINTY; NASH BARGAINING MODEL; ORDERING STRATEGIES;

SUPPLY CHAINS;

EID: 43249094297     PISSN: 10006788     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (14)

1. Rothschild, Michael L. Advertising from Fundamentals Through Strategies[M]. Toronto: D.C. Health and Co, 1988.
2. Rigg C. Hard times mean growth for co-op ads[J]. Advertising Age, 1990, 61(47): 24-24.
3. Davis R A. Retailers open doors wide for co-op[J]. Advertising Age, 1994, 30-30.
4. Dant, Berger. Modelling cooperative advertising decisions in franchising[J]. The Journal of the Operational Research Society, 1996, 47(9): 1120-1136.
5. Zhimin Huang, Susan X. Li. Co-op advertising models in manufacturer-retailer supply chains: A game theory approach[J]. European Journal of Operational Research, 2001, 135: 527-544.
6. Yue J F, Jill Austin, Min-Chiang Wang. Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount[J]. European Journal of Operational Research, 2006, 168: 65-85.
7. Jørgensen, Sigue, Zaccour. Dynamic cooperative advertising in a channel[J]. Journal of Retailing, 2000, 76(1): 71-92.
8. Jørgensen, Taboubi, Zaccour. Cooperative advertising in a marketing channel[J]. Journal of Optimization Theory and Applications, 2001, 110(1): 145-158.
9. Matthew G. Nagler. An exploratory analysis of the determinants of cooperative advertising participation rates[J]. Marketing Letters, 2006, 17(10): 91-102.
10. Wang L, Liang L, Wu D S. Vertical cooperative advertising model under retailers' competition[J]. Chinese Journal of Management Science, 2005, 13(2): 63-69.
11. Zhong B S, Li K, Li H Y. Cooperative promotion and pricing in a supply chain[J]. Chinese Journal of Management Science, 2004, 12(3): 69-74.
12. Liang L, Yu Y. Game analyses of cooperative advertising in manufacturer-agent supply chains[J]. Systems Engineering - Theory Methodology Applications, 2004, 13(6): 490-494.
13. Lucas, Allison. Can you sell to Wal-Mart?[J]. Sales and Marketing Management, 1995, 147: 14-14.
14. Eliashberg J. Arbitrating a dispute: A decision analytic approach[J]. Management Science, 1986, 32: 963-974.