[PDF] Vertical Cooperative Advertising In Supply Chain Management eBook

Author : Gerhard Aust
Publisher : Springer
Page : 167 pages
File Size : 40,76 MB
Release : 2014-12-05
Category : Business & Economics
ISBN : 3319116266

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In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, an approach based on fuzzy set theory is presented in order to compensate for incomplete or missing data on market characteristics. Vertical cooperative advertising is an essential element of partnerships between manufacturers and retailers, allowing manufacturers to financially support their retailers’ advertising efforts so as to increase sales for the entire supply chain. Given that such programs not only make up a considerable part of many companies’ advertising budgets, but are also a controversial subject in many business relations, their correct design is of particular importance.

Author : Ershi Qi
Publisher : Springer
Page : 419 pages
File Size : 30,42 MB
Release : 2015-01-19
Category : Business & Economics
ISBN : 9462391009

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The 5th International Asia Conference on Industrial Engineering and Management Innovation is sponsored by the Chinese Industrial Engineering Institution and organized by Xi’an Jiaotong University. The conference aims to share and disseminate information on the most recent and relevant researches, theories and practices in industrial and system engineering to promote their development and application in university and enterprises.

Author : Jan Dethloff
Publisher : Springer
Page : 522 pages
File Size : 29,60 MB
Release : 2014-12-30
Category : Technology & Engineering
ISBN : 331913177X

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This book gathers papers presented at the Logistik-Management-Konferenz 2013, which was organized by the VHB Wissenschaftliche Kommission Logistik and held in Bremen, Germany. The papers reflect the current state-of-the-art in logistics and supply chain management, focusing on environmental sustainability in logistics and supply chain network dynamics and control. The target audience primarily consists of researchers and practitioners in the field, but the book may also be beneficial for graduate students.

Author : Xiuli He
Publisher :
Page : 17 pages
File Size : 47,13 MB
Release : 2009
Category :
ISBN :

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Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In response, the retailer chooses its optimal advertising and pricing policies. We model this supply chain problem as a stochastic Stackelberg differential game whose dynamics follows Sethi's stochastic sales-advertising model. We obtain the condition when offering co-op advertising is optimal. We provide in feedback form the optimal advertising and pricing policies for the manufacturer and the retailer. We contrast the results with the advertising and price decisions of the vertically integrated channel, and suggest a method for coordinating the channel.