Co-op advertising models in manufacturer-retailer supply chains: A game theory approach

By Zhimin Huang, Susan X. Li. European Journal of Operational Research, 2001

353 citations recorded by the source corpus.

Subfields: Management Information Systems, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/9326bcd5497ace43117d7dccd5c7d98d0267377c

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In Management Information Systems

In Marketing

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Citations in the corpus

Newsvendor model for a dyadic supply chain with Nash bargaining fairness concerns (2014, background): “Huang and Li (2001) explore the role of vertical cooperative advertising efficiency with respect to transactions between a manufacturer and a retailer.”
Coordinating advertising and pricing in a manufacturer-retailer channel (2009, background): “Motivated by observing the power shift from manufacturers to retailers in recent years, represented by the rise of Wal-Mart, Huang and Li (2001) and Huang et al. (2002) develop and compare two models to reflect different power structure and the corresponding ways of coordinating advertisement…”
COOPERATION CONTRACT IN TOURISM SUPPLY CHAINS: THE OPTIMAL PRICING STRATEGY OF HOTELS FOR COOPERATIVE THIRD PARTY STRATEGIC WEBSITES (2013, background): “Huang and Li (2001) and Li, Huang, Zhu, and Chau (2002) give us a particular analysis of cooperative advertising in manufacturer-retailer supply chains.”
Horizontal cooperation among freight carriers: request allocation and profit sharing (2008, background): “…collaboration such as cooperation models between manufacturers and retailers (Slikker et al., 2005; Yue et al., 2004; Li et al., 2002; Jłrgensen et al., 2003; Huang and Li, 2001), or e(cid:27)ective cooperation mechanisms for inventory decisions (Fu and Piplani, 2004; Baganha and Cohen, 1998).”
Supply chain coordination through cooperative advertising with reference price effect (2013, methodology): “As distinguished by Huang and Li [18] and Huang et al.”
Advertising in Asymmetric Competing Supply Chains (2014, background): “A research stream on co-operative advertising does exist, but most entries have focused on a vertical channel with a single manufacturer and a single retailer (bilateral monopoly; e.g., Berger 1972, He et al. 2009, Huang and Li 2001, Jorgensen et al. 2000, Xie and Neyret 2009).”
Pricing decisions in a dual channels system with different power structures (2011, background): “The interested reader can refer these game settings to Choi [4] and Huang and Li[5].”