A Game-Theoretic Analysis for Coordinating Cooperative Advertising in a Supply Chain

A. Ahmadi Javid () and P. Hoseinpour
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A. Ahmadi Javid: Amirkabir University of Technology (Tehran Polytechnic)
P. Hoseinpour: Amirkabir University of Technology (Tehran Polytechnic)

Journal of Optimization Theory and Applications, 2011, vol. 149, issue 1, No 7, 138-150

Abstract: Abstract In this paper, we investigate the coordination of cooperative advertising decisions in a supply chain with one manufacturer and one retailer. The manufacturer and the retailer invest in national and local advertising, respectively. The manufacturer also agrees to share part of the total local-advertising costs with the retailer. The model is analyzed using game theory. We also compare the results of our analysis with similar results from the literature developed for cooperative advertising.

Keywords: Cooperative advertising; Supply chain; Coordination; Application of game theory (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s10957-010-9778-y

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