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Co-op supply chains with a local media company: Models and analysis

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  • Gou, Qinglong
  • Shao, Jing
  • Wang, Xin
  • Yu, Lili

Abstract

A cooperative (co-op) advertising program is an incentive scheme in which a manufacturer shares its retailers’ local advertising costs. Such programs have received increasing academic attention in the past two decades. However, the local media company, as the agent of local advertising, has been ignored by previous literature. Another practical aspect being ignored is that the manufacturer only shares the retailer’s local media advertising cost – the retailer’s in-store advertising cost is not subsidized.

Suggested Citation

  • Gou, Qinglong & Shao, Jing & Wang, Xin & Yu, Lili, 2020. "Co-op supply chains with a local media company: Models and analysis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 136(C).
    • Handle: RePEc:eee:transe:v:136:y:2020:i:c:s1366554519310233
    DOI: 10.1016/j.tre.2020.101893
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    3. Wu, Xiangxiang & Zha, Yong & Yu, Yugang, 2022. "Asymmetric retailers’ sales effort competition in the presence of a manufacturer’s help," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 159(C).

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