Shaffer, Greg; Zettelmeyer, Florian - In: Marketing Science 23 (2004) 4, pp. 619-628
effect of reducing cross-price elasticities and thus that manufacturer advertising can be a source of channel conflict. We …-price elasticities between their products, (2) channel conflict need not arise, even when the sole purpose of advertising is to affect … cross-price elasticities, and (3) depending on its bargaining power, a retailer can be better off when the manufacturers …