Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/157432
Authors: 
Taleizadeh, Ata Allah
Charmchi, Masoud
Year of Publication: 
2015
Citation: 
[Journal:] Journal of Industrial Engineering International [ISSN:] 2251-712X [Volume:] 11 [Year:] 2015 [Pages:] 111-117
Abstract: 
Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was only on one good. In this paper, we study a two-echelon supply chain consisting of one manufacturer and one retailer with two complementary goods. The demand of each good is influenced not only by its price but also by the price of the other product. We use two game theory approaches to model this problem; Stackelberg manufacturer and Stackelberg retailer.
Subjects: 
Pricing
Advertising
Game theory
Supply chain
Complementary
Stackelberg
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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