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- W2136726930 abstract "This paper provides an answer to the question who should, if any, lead a marketing channel? We consider a channel consisting of one manufacturer and one retailer where each player controls his advertising rate and margin. Supposing that advertising has a carry over effect on demand, we adopt a dynamic model. Nash and Stackelberg equilibria are characterised and outcomes compared with an efficient coordinated solution. Our findings suggest that manufacturer's leadership reduces inefficiency in a channel and is more beneficial to the consumer." @default.
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- W2136726930 date "2001-03-01" @default.
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- W2136726930 title "STACKELBERG LEADERSHIP IN A MARKETING CHANNEL" @default.
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- W2136726930 doi "https://doi.org/10.1142/s0219198901000282" @default.
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