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Pricing and two-tier advertising with one manufacturer and one retailer

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  • Szmerekovsky, Joseph G.
  • Zhang, Jiang
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    Abstract

    This paper considers the pricing decisions and two-tier advertising levels between one manufacturer and one retailer where customer demand depends on the retail price and advertisement by a manufacturer and a retailer. We solve a Stackelberg game with the manufacturer as the leader and the retailer as the follower. With price sensitive customer demand and a linear wholesale contract, we obtain the optimal decisions by the manufacturer and the optimal responses by the retailer. Our results show that cost sharing of local advertising does not work well, it is better for the manufacturer to advertise nationally and offer the retailer a lower wholesale price.

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    Bibliographic Info

    Article provided by Elsevier in its journal European Journal of Operational Research.

    Volume (Year): 192 (2009)
    Issue (Month): 3 (February)
    Pages: 904-917

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    Handle: RePEc:eee:ejores:v:192:y:2009:i:3:p:904-917

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    Web page: http://www.elsevier.com/locate/eor

    Related research

    Keywords: Two-tier advertising Pricing decisions Stackelberg game Manufacturer-retailer supply chain;

    References

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    Citations

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    Cited by:
    1. Giri, B.C. & Sharma, S., 2014. "Manufacturer's pricing strategy in a two-level supply chain with competing retailers and advertising cost dependent demand," Economic Modelling, Elsevier, vol. 38(C), pages 102-111.
    2. Viscolani, Bruno, 2012. "Pure-strategy Nash equilibria in an advertising game with interference," European Journal of Operational Research, Elsevier, vol. 216(3), pages 605-612.
    3. Sana, Shib Sankar, 2013. "Sales team's initiatives and stock sensitive demand — A production control policy," Economic Modelling, Elsevier, vol. 31(C), pages 783-788.
    4. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
    5. Aust, Gerhard & Buscher, Udo, 2012. "Vertical cooperative advertising and pricing decisions in a manufacturer–retailer supply chain: A game-theoretic approach," European Journal of Operational Research, Elsevier, vol. 223(2), pages 473-482.
    6. Tsao, Yu-Chung, 2010. "Managing multi-echelon multi-item channels with trade allowances under credit period," International Journal of Production Economics, Elsevier, vol. 127(2), pages 226-237, October.
    7. Kunter, Marcus, 2012. "Coordination via cost and revenue sharing in manufacturer–retailer channels," European Journal of Operational Research, Elsevier, vol. 216(2), pages 477-486.
    8. SeyedEsfahani, Mir Mehdi & Biazaran, Maryam & Gharakhani, Mohsen, 2011. "A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer-retailer supply chains," European Journal of Operational Research, Elsevier, vol. 211(2), pages 263-273, June.
    9. Ahmadi-Javid, Amir & Hoseinpour, Pooya, 2012. "On a cooperative advertising model for a supply chain with one manufacturer and one retailer," European Journal of Operational Research, Elsevier, vol. 219(2), pages 458-466.
    10. De, Sujit Kumar & Sana, Shib Sankar, 2013. "Fuzzy order quantity inventory model with fuzzy shortage quantity and fuzzy promotional index," Economic Modelling, Elsevier, vol. 31(C), pages 351-358.
    11. Karray, Salma, 2013. "Periodicity of pricing and marketing efforts in a distribution channel," European Journal of Operational Research, Elsevier, vol. 228(3), pages 635-647.

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