IDEAS home Printed from https://ideas.repec.org/a/pal/jorapm/v24y2025i1d10.1057_s41272-024-00517-2.html
   My bibliography  Save this article

Price dynamics and quality collaborations: a game theory exploration of cooperative advertising and contract design in manufacturer–retailer supply chains

Author

Listed:
  • Alireza Taheri-Moghaddam

    (University of Tehran)

  • Ata Allah Taleizadeh

    (University of Tehran)

  • Park Thaichon

    (University of Southern Queensland)

Abstract

This research presents a game theory model for extending a cooperative advertising and contract design (pricing and quality investment) problem in a manufacturer–retailer game. The demand of customers depends on selling price, quality, and advertisement expenditures. The manufacturer invests in national advertising (brand name investment) and the quality of the product, and the manufacturer decides on the wholesale price of the product. The retailer invests in local advertisement and decides about sale price of the product. The problem is analyzed in four different conditions: centralized, decentralized, revenue-sharing (contract design), and market segmentation conditions. The market segmentation condition considers customers’ characteristics into three different types: price-oriented customers, quality-oriented customers, and customers who are not price or quality oriented (individually). The model is solved in all conditions and the results are presented. Sensitivity analysis of key parameters is performed to analyze different situations and the optimal behavior of the supply chain players. Application of the proposed approach for a Middle Eastern country is provided and a real case of the generic medicines market in Iran investigates the performance of the proposed approach.

Suggested Citation

  • Alireza Taheri-Moghaddam & Ata Allah Taleizadeh & Park Thaichon, 2025. "Price dynamics and quality collaborations: a game theory exploration of cooperative advertising and contract design in manufacturer–retailer supply chains," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(1), pages 80-98, February.
    • Handle: RePEc:pal:jorapm:v:24:y:2025:i:1:d:10.1057_s41272-024-00517-2
    DOI: 10.1057/s41272-024-00517-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41272-024-00517-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41272-024-00517-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Erickson, Gary M., 1995. "Differential game models of advertising competition," European Journal of Operational Research, Elsevier, vol. 83(3), pages 431-438, June.
    2. Esmaeili, M. & Aryanezhad, Mir-Bahador & Zeephongsekul, P., 2009. "A game theory approach in seller-buyer supply chain," European Journal of Operational Research, Elsevier, vol. 195(2), pages 442-448, June.
    3. Yue, Jinfeng & Austin, Jill & Wang, Min-Chiang & Huang, Zhimin, 2006. "Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount," European Journal of Operational Research, Elsevier, vol. 168(1), pages 65-85, January.
    4. T. M. Rofin & Biswajit Mahanty, 2021. "Impact of wholesale price discrimination on the profit of chain members under different channel power structures," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(2), pages 91-107, April.
    5. Doraid Dalalah & Mohammad Khasawneh & Sharafuddin Khan, 2022. "Pricing and demand management of air tickets using a multiplicative newsvendor model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(5), pages 517-528, October.
    6. Salma Karray & Chirag Surti, 2016. "Channel coordination with quantity discounts and/or cooperative advertising," International Journal of Production Research, Taylor & Francis Journals, vol. 54(17), pages 5317-5335, September.
    7. 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.
    8. Li, Susan X. & Huang, Zhimin & Zhu, Joe & Chau, Patrick Y. K., 2002. "Cooperative advertising, game theory and manufacturer-retailer supply chains," Omega, Elsevier, vol. 30(5), pages 347-357, October.
    9. Zhen-juan Xia & Yong Liu & Qi Zhang, 2022. "A dual supply chain revenue sharing contract considering online reviews and rebate," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 321-331, June.
    10. Gerhard Aust & Udo Buscher, 2016. "Game theoretic analysis of pricing and vertical cooperative advertising of a retailer-duopoly with a common manufacturer," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 24(1), pages 127-147, March.
    11. Viswanathan, S. & Piplani, Rajesh, 2001. "Coordinating supply chain inventories through common replenishment epochs," European Journal of Operational Research, Elsevier, vol. 129(2), pages 277-286, March.
    12. Nicolas Bondoux & Anh Quan Nguyen & Thomas Fiig & Rodrigo Acuna-Agost, 2020. "Reinforcement learning applied to airline revenue management," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(5), pages 332-348, October.
    13. Karray, Salma & Martín-Herrán, Guiomar & Sigué, Simon-Pierre, 2017. "Cooperative advertising for competing manufacturers: The impact of long-term promotional effects," International Journal of Production Economics, Elsevier, vol. 184(C), pages 21-32.
    14. Ram Kumar Dhurkari, 2023. "Strategic pricing decision using the analytic hierarchy process," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 22(1), pages 85-100, February.
    15. Palsule-Desai, Omkar D., 2013. "Supply chain coordination using revenue-dependent revenue sharing contracts," Omega, Elsevier, vol. 41(4), pages 780-796.
    16. Xie, Gang & Yue, Wuyi & Wang, Shouyang & Lai, Kin Keung, 2011. "Quality investment and price decision in a risk-averse supply chain," European Journal of Operational Research, Elsevier, vol. 214(2), pages 403-410, October.
    17. Voros, Jozsef, 2006. "The dynamics of price, quality and productivity improvement decisions," European Journal of Operational Research, Elsevier, vol. 170(3), pages 809-823, May.
    18. Huang, Zhimin & Li, Susan X., 2001. "Co-op advertising models in manufacturer-retailer supply chains: A game theory approach," European Journal of Operational Research, Elsevier, vol. 135(3), pages 527-544, December.
    19. Li, Yongjian & Xu, Lei & Li, Dahui, 2013. "Examining relationships between the return policy, product quality, and pricing strategy in online direct selling," International Journal of Production Economics, Elsevier, vol. 144(2), pages 451-460.
    20. Abad, P. L., 1994. "Supplier pricing and lot sizing when demand is price sensitive," European Journal of Operational Research, Elsevier, vol. 78(3), pages 334-354, November.
    21. Pishchulov, Grigory & Richter, Knut, 2016. "Optimal contract design in the joint economic lot size problem with multi-dimensional asymmetric information," European Journal of Operational Research, Elsevier, vol. 253(3), pages 711-733.
    22. He, Yuanjie, 2017. "Supply risk sharing in a closed-loop supply chain," International Journal of Production Economics, Elsevier, vol. 183(PA), pages 39-52.
    23. Seifbarghy, Mehdi & Nouhi, Khashayar & Mahmoudi, Amin, 2015. "Contract design in a supply chain considering price and quality dependent demand with customer segmentation," International Journal of Production Economics, Elsevier, vol. 167(C), pages 108-118.
    24. Nair, Anand & Narasimhan, Ram, 2006. "Dynamics of competing with quality- and advertising-based goodwill," European Journal of Operational Research, Elsevier, vol. 175(1), pages 462-474, November.
    25. Hu, Shu & Dai, Ying & Ma, Zu-Jun & Ye, Yu-Sen, 2016. "Designing contracts for a reverse supply chain with strategic recycling behavior of consumers," International Journal of Production Economics, Elsevier, vol. 180(C), pages 16-24.
    26. Lei Zhao & Jihua Zhang & Jinxing Xie, 2016. "Impact of demand price elasticity on advantages of cooperative advertising in a two-tier supply chain," International Journal of Production Research, Taylor & Francis Journals, vol. 54(9), pages 2541-2551, May.
    27. Maiti, T. & Giri, B.C., 2017. "Two-way product recovery in a closed-loop supply chain with variable markup under price and quality dependent demand," International Journal of Production Economics, Elsevier, vol. 183(PA), pages 259-272.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. He, Yi & Wang, Hang & Guo, Qiang & Xu, Qingyun, 2019. "Coordination through cooperative advertising in a two-period consumer electronics supply chain," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 179-188.
    2. 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).
    3. Seifbarghy, Mehdi & Nouhi, Khashayar & Mahmoudi, Amin, 2015. "Contract design in a supply chain considering price and quality dependent demand with customer segmentation," International Journal of Production Economics, Elsevier, vol. 167(C), pages 108-118.
    4. Devrim Murat Yazan & Vahid Yazdanpanah & Luca Fraccascia, 2020. "Learning strategic cooperative behavior in industrial symbiosis: A game‐theoretic approach integrated with agent‐based simulation," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 2078-2091, July.
    5. Salma Karray & Chirag Surti, 2016. "Channel coordination with quantity discounts and/or cooperative advertising," International Journal of Production Research, Taylor & Francis Journals, vol. 54(17), pages 5317-5335, September.
    6. Chenavaz, Régis Y. & Feichtinger, Gustav & Hartl, Richard F. & Kort, Peter M., 2020. "Modeling the impact of product quality on dynamic pricing and advertising policies," European Journal of Operational Research, Elsevier, vol. 284(3), pages 990-1001.
    7. Zhou, Yong-Wu & Li, Jicai & Zhong, Yuanguang, 2018. "Cooperative advertising and ordering policies in a two-echelon supply chain with risk-averse agents," Omega, Elsevier, vol. 75(C), pages 97-117.
    8. 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.
    9. Jørgensen, Steffen & Zaccour, Georges, 2014. "A survey of game-theoretic models of cooperative advertising," European Journal of Operational Research, Elsevier, vol. 237(1), pages 1-14.
    10. Guilan Yan & Yi He, 2020. "Coordinating pricing and advertising in a two-period fashion supply chain," 4OR, Springer, vol. 18(4), pages 419-438, December.
    11. Esmaeili, M. & Zeephongsekul, P., 2010. "Seller-buyer models of supply chain management with an asymmetric information structure," International Journal of Production Economics, Elsevier, vol. 123(1), pages 146-154, January.
    12. Karray, Salma & Martín-Herrán, Guiomar & Zaccour, Georges, 2017. "Assessing the profitability of cooperative advertising programs in competing channels," International Journal of Production Economics, Elsevier, vol. 187(C), pages 142-158.
    13. Amirhosein Patoghi & Ata Allah Taleizadeh & Mohammad Sadegh Moshtagh & Seyed Meysam Mousavi, 2024. "Integrated pricing model of new and remanufactured products with joint considerations of quality, sales and collection effort, and return policy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(1), pages 2035-2067, January.
    14. Yu, Lili & He, Xiuli & Zhang, Juan & Xu, Chuanyong, 2021. "Horizontal cooperative advertising with advertising threshold effects," Omega, Elsevier, vol. 98(C).
    15. Chen, Kebing & Xiao, Tiaojun, 2009. "Demand disruption and coordination of the supply chain with a dominant retailer," European Journal of Operational Research, Elsevier, vol. 197(1), pages 225-234, August.
    16. 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.
    17. Szmerekovsky, Joseph G. & Zhang, Jiang, 2009. "Pricing and two-tier advertising with one manufacturer and one retailer," European Journal of Operational Research, Elsevier, vol. 192(3), pages 904-917, February.
    18. Lei Yang & Cong Zheng & Caixia Hao, 2024. "Optimal platform sales mode in live streaming commerce supply chains," Electronic Commerce Research, Springer, vol. 24(2), pages 1017-1070, June.
    19. M A Krajewska & H Kopfer & G Laporte & S Ropke & G Zaccour, 2008. "Horizontal cooperation among freight carriers: request allocation and profit sharing," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(11), pages 1483-1491, November.
    20. Xu, Xiaoyan & Choi, Tsan-Ming & Chung, Sai-Ho & Guo, Shu, 2023. "Collaborative-commerce in supply chains: A review and classification of analytical models," International Journal of Production Economics, Elsevier, vol. 263(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorapm:v:24:y:2025:i:1:d:10.1057_s41272-024-00517-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.