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A Dynamic Game Of Operations And Marketing Management In A Supply Chain

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Author Info

  • FOUAD EL OUARDIGHI

    ()
    (Department of Operations Management, ESSEC Business School, Avenue Bernard Hirsch, B.P. 105, 95021, Cergy Pontoise, France)

  • STEFFEN JØRGENSEN

    (Department of Business and Economics, University of Southern Denmark, Campusvej 55, DK-5230, Odense, Denmark)

  • FEDERICO PASIN

    (Department of Production and Operations Management, HEC Montreal, 3000 Chemin de la Côte-Sainte-Catherine, Montréal (Québec), Canada, H3T 2A7, Canada)

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    Abstract

    The aim of the paper is to study some important differences between (classical) non-cooperative and (modern) cooperative supply chain management. For this purpose, the paper develops a differential game model involving operations and marketing activities that are performed by a manufacturer and a retailer in a simple two-member supply chain. We consider a particular single brand of the manufacturer. The manufacturer decides on production volume, production process improvement and national advertising efforts, while the retailer decides her purchase volume by the manufacturer and her pricing policy toward the final consumers. A revenue sharing contract is employed in the non-cooperative setting. Among the issues addressed on the manufacturer side are the trade-off between production and process improvement activities, the path of inventory over time, and the trade-off between attracting new customers and improving the loyalty of current customers. For the retailer we study the inventory and price evolution over time.

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    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Game Theory Review.

    Volume (Year): 10 (2008)
    Issue (Month): 04 ()
    Pages: 373-397

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    Handle: RePEc:wsi:igtrxx:v:10:y:2008:i:04:p:373-397

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    Related research

    Keywords: Supply chain management; operations; marketing; revenue sharing contract; dynamic games;

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    Cited by:
    1. 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.
    2. De Giovanni, Pietro, 2011. "Quality improvement vs. advertising support: Which strategy works better for a manufacturer?," European Journal of Operational Research, Elsevier, vol. 208(2), pages 119-130, January.
    3. Warburton, Roger D.H. & Hodgson, J.P.E. & Nielsen, E.H., 2014. "Exact solutions to the supply chain equations for arbitrary, time-dependent demands," International Journal of Production Economics, Elsevier, vol. 151(C), pages 195-205.
    4. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.

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