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

被引：0
作者：
A. Ahmadi Javid
P. Hoseinpour
机构：
[1] Amirkabir University of Technology (Tehran Polytechnic),Department of Industrial Engineering
来源：
Journal of Optimization Theory and Applications | 2011年 / 149卷
关键词：
Cooperative advertising; Supply chain; Coordination; Application of game theory;
D O I：
暂无
中图分类号：
学科分类号：
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.
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页码：138 / 150
页数：12
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