Optimal advertising and pricing decisions for complementary products

Ata Allah Taleizadeh, Masoud Charmchi

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.

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Year of publication:	2015
Authors:	Taleizadeh, Ata Allah ; Charmchi, Masoud
Published in:	Journal of industrial engineering international. - Heidelberg : SpringerOpen, ISSN 2251-712X, ZDB-ID 2664907-X. - Vol. 11.2015, p. 111-117
Subject:	Pricing \| Advertising \| Game theory \| Supply chain \| Complementary \| Stackelberg \| Werbung \| Spieltheorie \| Preismanagement \| Pricing strategy \| Lieferkette \| Duopol \| Duopoly

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1007/s40092-015-0101-2 [DOI] hdl:10419/157432 [Handle]
Source:	ECONIS - Online Catalogue of the ZBW

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