Optimal advertising and pricing decisions for complementary products

Artikel

Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was only on one good. In this paper, we study a two-echelon supply chain consisting of one manufacturer and one retailer with two complementary goods. The demand of each good is influenced not only by its price but also by the price of the other product. We use two game theory approaches to model this problem; Stackelberg manufacturer and Stackelberg retailer.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Journal of Industrial Engineering International ; ISSN: 2251-712X ; Volume: 11 ; Year: 2015 ; Pages: 111-117 ; Heidelberg: Springer

Classification and Topics

• Classification: Management
• Subject: Pricing ; Advertising ; Game theory ; Supply chain ; Complementary ; Stackelberg

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Taleizadeh, Ata Allah ; Charmchi, Masoud
• Event: Veröffentlichung
• (who): Springer
• (where): Heidelberg
• (when): 2015

Further information

• DOI: doi:10.1007/s40092-015-0101-2
• Handle: http://hdl.handle.net/10419/157432
• Last update: 10.03.2025, 11:43 AM CET