Co-op supply chains with a local media company: Models and analysis
Xin Wang and
Transportation Research Part E: Logistics and Transportation Review, 2020, vol. 136, issue C
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)
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