Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: http://hdl.handle.net/10419/157432
Autoren: 
Taleizadeh, Ata Allah
Charmchi, Masoud
Datum: 
2015
Quellenangabe: 
[Journal:] Journal of Industrial Engineering International [ISSN:] 2251-712X [Volume:] 11 [Year:] 2015 [Pages:] 111-117
Zusammenfassung: 
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.
Schlagwörter: 
Pricing
Advertising
Game theory
Supply chain
Complementary
Stackelberg
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
http://creativecommons.org/licenses/by/4.0/
Dokumentart: 
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