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

Qinglong Gou, Jing Shao, Xin Wang and Lili Yu

Transportation Research Part E: Logistics and Transportation Review, 2020, vol. 136, issue C

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.

Keywords: Cooperative advertising program; Participation rate; Local media advertising; In-store advertising; Stackelberg game (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1366554519310233
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:transe:v:136:y:2020:i:c:s1366554519310233

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/600244/bibliographic
http://www.elsevier. ... 600244/bibliographic

DOI: 10.1016/j.tre.2020.101893

Access Statistics for this article

Transportation Research Part E: Logistics and Transportation Review is currently edited by W. Talley

More articles in Transportation Research Part E: Logistics and Transportation Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().