National Advertising and Cooperation in a Manufacturer-Two-Retailers Channel
We consider a supply channel composed of one manufacturer and two symmetric retailers. Three cases are studied. The non-cooperation case is a leader-follower relationship. The manufacturer determines his spending in national advertising and the wholesale price. Then, retailers determine non-cooperat...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2013-06-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/irmm/issue/32075/355022?publisher=http-www-cag-edu-tr-ilhan-ozturk |