Dual-Channel Supply Chain Pricing Decisions under Discounted Advertising Value

Dual-Channel Supply Chain Pricing Decisions under Discounted Advertising Value

Retailers advertise on different sales channels. When consumers buy online, the effectiveness of advertising is discounted because they cannot feel the product. Observing this phenomenon, this paper studies the advertising strategy of a dual-channel retailer. In this paper, we build stylized game mo...

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Bibliographic Details
Main Authors:	Ke Yan, Shuai Liu, Min Zuo, Jiamin Zheng, Yadong Xu
Format:	Article
Language:	English
Published:	MDPI AG 2022-06-01
Series:	Systems
Subjects:	dual-channel pricing decisions advertisement strategies supply chain
Online Access:	https://www.mdpi.com/2079-8954/10/3/76

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