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• W2945165512 abstract "Abstract Firms in the consumer electronics industry frequently launch new styles of their products, which leads to a “two-period” phenomenon in their product sales. Only a few published articles have considered two-period models in cooperative advertising. This paper investigates co-op advertising strategies in a two-period supply chain consisting of a single manufacturer and a single retailer. Utilizing game theory, we consider two different scenarios: a decentralized scenario with a cooperative advertising program and an integrated scenario. Aside from these scenarios, we propose a supply chain contract to coordinate this supply chain system. This paper has the following conclusions: (i) the manufacturer usually does not provide the same advertising subsidy strategy for the two generation products in the same period; (ii) the manufacturer may provide a low subsidy rate to the retailer if the advertising long-term effect is strong; and (iii) we demonstrate that the two-way subsidy contract can achieve a perfect supply chain coordination if a transfer payment exists." @default.
• W2945165512 created "2019-05-29" @default.
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• W2945165512 date "2019-09-01" @default.
• W2945165512 modified "2023-10-15" @default.
• W2945165512 title "Coordination through cooperative advertising in a two-period consumer electronics supply chain" @default.
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• W2945165512 doi "https://doi.org/10.1016/j.jretconser.2019.05.010" @default.
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