Optimal cooperative advertising integration strategy for organizations adding a direct online channel

P D Berger (), J Lee and B D Weinberg
Additional contact information
P D Berger: Boston University
J Lee: Boston College
B D Weinberg: Bentley College

Journal of the Operational Research Society, 2006, vol. 57, issue 8, 920-927

Abstract: Abstract Since the advent of the Web, retailers who served consumers offline (ie in stores or via catalogue) have grappled with how to effectively integrate the Internet into their marketing strategies and tactics. Clearly, how a firm elects to integrate the Internet into its retailing process, and how it coordinates offline and online strategic decisions, can impact its performance. In this paper, we examine integration decisions from a cooperative advertising perspective to determine the profitability of various integration strategies. We find that profit is greater when using a ‘partial-integration’ strategy rather than a ‘separation’ strategy; moreover, we find that profit is yet greater when using a ‘full-integration’ strategy rather than a ‘partial-integration’ strategy.

Keywords: cooperative advertising; integration strategies; online selling; electronic retailing (search for similar items in EconPapers)
Date: 2006
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link)
http://link.springer.com/10.1057/palgrave.jors.2602069 Abstract (text/html)
Access to full text is restricted to subscribers.

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:pal:jorsoc:v:57:y:2006:i:8:d:10.1057_palgrave.jors.2602069

Ordering information: This journal article can be ordered from
http://www.springer. ... search/journal/41274

DOI: 10.1057/palgrave.jors.2602069

Access Statistics for this article

Journal of the Operational Research Society is currently edited by Tom Archibald and Jonathan Crook

More articles in Journal of the Operational Research Society from Palgrave Macmillan, The OR Society
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().