Pricing and Cooperation in advertisment in a two levels supply chain using game thory
Cooperation in advertising is a marketing strategy in which retailer performs local advertisements and manufacturer pays a fraction of total cost. In this paper cooperation in advertising and pricing decisions in a two-layer supply chain including single manufacturer and single retailer is investiga...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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Semnan University
2015-09-01
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| Series: | مجله مدل سازی در مهندسی |
| Subjects: | |
| Online Access: | https://modelling.semnan.ac.ir/article_1721_0c7fc1778ce0675c7a34c07203355b9c.pdf |
| _version_ | 1797296615060406272 |
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| author | Ata Allah Taleizadeh Zahedeh Cheraghi |
| author_facet | Ata Allah Taleizadeh Zahedeh Cheraghi |
| author_sort | Ata Allah Taleizadeh |
| collection | DOAJ |
| description | Cooperation in advertising is a marketing strategy in which retailer performs local advertisements and manufacturer pays a fraction of total cost. In this paper cooperation in advertising and pricing decisions in a two-layer supply chain including single manufacturer and single retailer is investigated. In order to study the optimal decisions of chain members under different assumptions, four models based on the game theory approaches, are developed. Three non-cooperative games including, Nash, retailer-leader, manufacturer-leader and one cooperative game, are those cases under which models are developed. The convexity of the objective function of each case is proved and at the end for each case numerical example is presented and sensitivity analysis is performed. |
| first_indexed | 2024-03-07T22:07:19Z |
| format | Article |
| id | doaj.art-89ed19e3bc4d4f4ab4c3766e6215c5c4 |
| institution | Directory Open Access Journal |
| issn | 2008-4854 2783-2538 |
| language | fas |
| last_indexed | 2024-03-07T22:07:19Z |
| publishDate | 2015-09-01 |
| publisher | Semnan University |
| record_format | Article |
| series | مجله مدل سازی در مهندسی |
| spelling | doaj.art-89ed19e3bc4d4f4ab4c3766e6215c5c42024-02-23T19:00:08ZfasSemnan Universityمجله مدل سازی در مهندسی2008-48542783-25382015-09-01134213514910.22075/jme.2017.17211721Pricing and Cooperation in advertisment in a two levels supply chain using game thoryAta Allah Taleizadeh0Zahedeh Cheraghi1دانشگاه تهران-پردیس دانشکده های فنی - دانشکئه مهندسی صنایعدانشگاه آزاد اسلامی، واحد تهران جنوب، دانشکده مهندسی صنایعCooperation in advertising is a marketing strategy in which retailer performs local advertisements and manufacturer pays a fraction of total cost. In this paper cooperation in advertising and pricing decisions in a two-layer supply chain including single manufacturer and single retailer is investigated. In order to study the optimal decisions of chain members under different assumptions, four models based on the game theory approaches, are developed. Three non-cooperative games including, Nash, retailer-leader, manufacturer-leader and one cooperative game, are those cases under which models are developed. The convexity of the objective function of each case is proved and at the end for each case numerical example is presented and sensitivity analysis is performed.https://modelling.semnan.ac.ir/article_1721_0c7fc1778ce0675c7a34c07203355b9c.pdfpricingadvertismentnashstackelbergcooperation |
| spellingShingle | Ata Allah Taleizadeh Zahedeh Cheraghi Pricing and Cooperation in advertisment in a two levels supply chain using game thory مجله مدل سازی در مهندسی pricing advertisment nash stackelberg cooperation |
| title | Pricing and Cooperation in advertisment in a two levels supply chain using game thory |
| title_full | Pricing and Cooperation in advertisment in a two levels supply chain using game thory |
| title_fullStr | Pricing and Cooperation in advertisment in a two levels supply chain using game thory |
| title_full_unstemmed | Pricing and Cooperation in advertisment in a two levels supply chain using game thory |
| title_short | Pricing and Cooperation in advertisment in a two levels supply chain using game thory |
| title_sort | pricing and cooperation in advertisment in a two levels supply chain using game thory |
| topic | pricing advertisment nash stackelberg cooperation |
| url | https://modelling.semnan.ac.ir/article_1721_0c7fc1778ce0675c7a34c07203355b9c.pdf |
| work_keys_str_mv | AT ataallahtaleizadeh pricingandcooperationinadvertismentinatwolevelssupplychainusinggamethory AT zahedehcheraghi pricingandcooperationinadvertismentinatwolevelssupplychainusinggamethory |