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Bergen, M. and John, G. (1997) Understanding Cooperative Advertising Participation Rates in Conventional Channels. Journal of Marketing Research, 34, 357-369.
https://doi.org/10.2307/3151898

has been cited by the following article:

  • TITLE: Supply Chain Models with Considerations of Co-Op Advertising and Capacity Constraints

    AUTHORS: Fan Yang

    KEYWORDS: Supply Chain, Capacity Constraints, Cooperative Advertising

    JOURNAL NAME: Open Journal of Business and Management, Vol.6 No.2, April 30, 2018

    ABSTRACT: Today’s marketing competition focuses on the supply chain members to make its own interests maximize through cooperation. This article establishes a simple secondary supply chain consisting of a retailer and a manufacturer. Through the establishment of a Stackelberg game model and a partnership game model, we study the decision of the member enterprises in the supply chain under the restriction of capacity. The research results show that if the production capacity is smaller, the manufacturer will choose full-load production. If the production capacity is sufficient, the manufacturer will no longer produce more products because its profit may be lost. The lack of production capacity makes the manufacturer not take the initiative to share the advertising costs of retailers. But when the capacity is sufficient, the manufacture shares 1/3 of advertising costs. In addition, whether manufacturers and retailers choose to cooperate in the case of a small capacity, the profit of the supply chain will not change.