Jun 1, 2013 · ▻ Co-op advertising can coordinate the channel with a fair-minded retailer. ▻ Co-op advertising may be detrimental to the retailer with fairness ...

Abstract: Cooperative (co-op) advertising has been widely used in practice and employed as a strategy to improve the performance of a distribution channel.

Cooperative (co-op) advertising has been widely used in practice and employed as a strategy to improve the performance of a distribution channel.

Their findings show that cooperative advertising improves the channel members' utilities, which depends on the fairness concern coefficient. ... ... Table 1 ...

Specifically, the retailer who owns a relatively high marketing share rate will benefit from the manufacturer's fairness concerns, whereas the other retailer ...

As described in the literature, cooperative advertising has been studied in many ways that consider fairness issues [32, 60,64]. The critical difference between ...

This study constructs a game-theoretic model of cooperative advertising in a supply chain with Nash bargaining solutions as the fairness reference point.

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A fair channel can be successfully coordinated in a two-tier supply chain with moderately differentiated retailers, maximizing total channel profit and ...

In this work, we investigate how such fairness‐seeking behavior affects a manufacturer's distribution channel structure selection. Specifically, the ...