Advertising in Asymmetric Competing Supply Chains
By Bin Liu, Gangshu (George) Cai, Andy A. Tsay. 2014
199 citations recorded by the source corpus.
Subfields: Management Information Systems, Marketing, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/bd0127dfadf12cb7bd67286240d9fe25c4df5e09
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In Management Information Systems
In Marketing
In Strategy and Management
Citations in the corpus
- Service Channel Choice for Supply Chain: Who is Better Off by Undertaking the Service? (2016, background): “Liu et al. (2014) examine the implications of advertisement strategy and cost sharing in two competing supply chains, with the observation that the firm performing the advertisement would rather bear the cost entirely if this protects their unit profit margin.”
- Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis (2018, background): “…targeted coupons (Shaffer and Zhang 1995), revenue management with advertising (Wu et al. 2011), advertising targeted at different segments of consumers (Iyer et al. 2005), advertising games in competing supply chains (Liu et al. 2014), and the mobile app advertising contract (Hao et al. 2017).”
- Quality and Private Label Encroachment Strategy (2021, background): “We assume that the cost of marketing effort follows a quadratic form e 2 , as in Chen et al. (2009), Desai (1997), Liu et al. (2014), and Soberman and Parker (2006).”