In the first part of the dissertation, we incorporate the concept of distributive fairness into the conventional dyadic channel to study how fairness may affect the interactions between the manufacturer and the retailer. Traditional wisdom has shown that only nonlinear pricing schemes can...

This dissertation involves three essays, studying firms' decision-making on marketing mix variables. Specifically, the first essay (Chapter 2) studies the effects of distribution channels on firms' advertising content decision. In many markets, consumers may not have full information of product...