A Game-Theoretic Analysis for Coordinating Cooperative Advertising in a Supply Chain

被引：24

作者：

Javid, A. Ahmadi ^{[1
]}

Hoseinpour, P. ^{[1
]}

机构：

[1] Amir Kabir Univ Technol, Dept Ind Engn, Tehran Polytech, Tehran, Iran

来源：

JOURNAL OF OPTIMIZATION THEORY AND APPLICATIONS | 2011年 / 149卷 / 01期

关键词：

Cooperative advertising; Supply chain; Coordination; Application of game theory; CHANNEL;

D O I：

10.1007/s10957-010-9778-y

中图分类号：

C93 [管理学]; O22 [运筹学];

学科分类号：

070105 ; 12 ; 1201 ; 1202 ; 120202 ;

摘要：

In this paper, we investigate the coordination of cooperative advertising decisions in a supply chain with one manufacturer and one retailer. The manufacturer and the retailer invest in national and local advertising, respectively. The manufacturer also agrees to share part of the total local-advertising costs with the retailer. The model is analyzed using game theory. We also compare the results of our analysis with similar results from the literature developed for cooperative advertising.

引用

页码：138 / 150

页数：13

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