Horizontal cooperative programmes and
cooperative advertising
期刊名称： International Journal of Production Research
作者： Qinglong Gou,Juan Zhang,Liang Liang,Zhimin Huang,Allan Ashley
作者机构： School of Management,Robert B. Willumstad School of Business
年份： 2014年
期号： 第3-4期
characterise关键词： supply chain management; OR in marketing; cooperative advertising;
cooperative programme; goodwill; differential game
摘要：Horizontal inter-firm cooperation is an important form of cooperation between firms and has recent
ly received increased attention from both researchers and professionals. This article examines advertising strategies involving horizontal cooperative programmes, and we focus on joint ventures and contractual alliances that characterise two prominent horizontal cooperative programmes. A modified Nerlove–Arrow model is employed to describe advertising efforts on goodwill and sales of products. Differential game theory is utilised to evaluate three cooperative scenarios. The scenarios include (i) no cooperative programme between two firms; (ii) the cooperative mode between the two firms is a joint venture; and (iii) the cooperative mode is a contractual alliance. The two firms' optimal advertising levels and profits for their own
内容由中国教育图书进出口有限公司引进

版权声明：本站内容均来自互联网，仅供演示用，请勿用于商业和其他非法用途。如果侵犯了您的权益请与我们联系QQ:729038198，我们将在24小时内删除。