Kumar, Nanda; Rajiv, Surendra; Jeuland, Abel - In: Marketing Science 20 (2001) 4, pp. 382-404
dissatisfaction lies manufacturers' concern regarding widespread retailer opportunism with low retail pass through. Our objective is … pass-through problem by strategically supplementing trade promotions with advertising trade deals directly to consumers? To … product-market characteristics impact the extent of retail opportunism? (II) How can the manufacturer alleviate the retail …