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Coordinating pricing and advertising in a two-period fashion supply chain

Guilan Yan () and Yi He ()
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Guilan Yan: Xiamen University
Yi He: Hainan University

4OR, 2020, vol. 18, issue 4, No 2, 419-438

Abstract: Abstract Firms in the fashion industry frequently launch new styles of their products, thereby leading to a ‘two-period’ phenomenon in product sales: the normal selling time and the last salvage time. Researches about cooperative (co-op) advertising, however, seldom concentrate on this phenomenon. This study explores co-op advertising in a two-period fashion supply chain system in which the retailer offers a price discount in the second period. We derive the optimal pricing, product design level and advertising efforts in two scenarios: a decentralised scenario with a co-op advertising program and integrated scenario. Additionally, we propose a bilateral participation-revenue-sharing contract to coordinate this channel. Some insights and management implications are obtained. Firstly, if the consumers are insensitive to the first-period price, the retailer will set a high retail price in this period, while selling the product at a big discount in the second period to stimulate extra consumption. Secondly, if the price elasticity of demand is small, the retailer will spend more on the advertisement, otherwise the condition is opposite. Lastly, this study verifies that the bilateral participation-revenue-sharing contract can achieve a seamless coordination in this supply chain with a transfer payment.

Keywords: Cooperative advertising; Pricing; Coordination; Two-period; 90B60 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s10288-019-00417-x

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