Vertical Cooperative Advertising in a Manufacturer–Retailer Supply Channel

Abstract

Recent market structure reviews have shown a shift of retailing power from manufacturers to retailers. Retailers have equal or even greater power than a manufacturer when it comes to retailing. Based on this new market phenomenon, we intend to explore the role of vertical cooperative (co-op) advertising with respect to transactions between a manufacturer and a retailer. In this paper, we explore the role of vertical co-op advertising efficiency of transactions between a manufacturer and a retailer. We address the impact of brand name investments, local advertising, and sharing policy on co-op advertising programs in a manufacturer–retailer supply chain. Game theory concepts form the foundation for the analysis. We begin with the classical co-op advertising model where the manufacturer, as the leader, first specifies its strategy. The retailer, as the follower, then decides on its decision. We then relax the assumption of retailer's inability to influence the manufacturer's decisions and discuss full coordination between the manufacturer and the retailer on co-op advertising.

Citation

Li, S.X., Huang, Z. and Ashley, A. (2006), "Vertical Cooperative Advertising in a Manufacturer–Retailer Supply Channel", Lawrence, K.D. and Klimberg, R.K. (Ed.) Applications of Management Science: In Productivity, Finance, and Operations (Applications of Management Science, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 157-173. https://doi.org/10.1016/S0276-8976(06)12012-X