This paper investigates pricing and ordering as well as advertising coordination issues in a single-manufacturer single-retailer supply chain, where the manufacturer sells a newsvendor-type product through the retailer who faces a stochastic demand depending on both retail price and advertising expenditure. Under the assumption that the market demand has a multiplicative functional form, the St...

This paper investigates equilibrium strategies for both horizontal (HJP) and vertical (VJP) joint promotions (cooperative advertising) in the supply chain. A game theoretic model is solved for two setups: a centralized channel competing with a decentralized one (DC), and two competing decentralized channels (DD). Retailers decide of HJP and regular promotional efforts, as well as of prices. Man...

The main purpose of this paper is to examine the incidence of strategic behaviour in the UK by means of a questionnaire study performed across three broad manufacturing industriesfood, electrical engineering and chemicals. Of the strategies which have received substantial theoretical attention, R&D and advertising appear widely used, patenting, pricing and excess capacity much less so. Vertical...

Despite apparent public cynicism toward advertising, consumers are surprisingly cooperative when presented with advertising information, often drawing conclusions that are not logically contained within ads. Unfortunately, going beyond what is claimed by an advertisement can lead to invalid inferences and suboptimal consumer choice. This research examines the effect of suspicion on consumers’ i...

This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative programs and own (manufacturer) in a bilateral monopoly. Retailer stimulates immediate sales but may also harm long-term (post-advertising) demand, whereas manufacturer aims at building brand equity both sales. A game-theoretic model which retailer set p...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

Hahn and Wallsten [1] wrote that network neutrality “usually means that broadband service providers charge consumers only once for Internet access, do not favor one content provider over another, and do not charge content providers for sending information over broadband lines to end users.” In this paper we study the implications of non-neutral behaviors under a simple model of linear demand-re...