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Vertical Cooperative Advertising: A Manufacturer’s Perspective

Lihong He et al.

International Journal of Operations and Quantitative Management2021https://doi.org/10.46970/2021.26.3.1article
AJG 1ABDC C
Weight
0.26

What the paper says

Vertical cooperative advertising, where a manufacturer participates in his retailer's local advertising, has been examined extensively in the operations research literature. Yet there are some controversies in the literature regarding when such cooperative advertising is beneficial. We attempt to reconcile these controversies by considering all relevant variables in a single framework. We find that the manufacturer's participation in local advertising is a reasonable strategy for him only when the following conditions are met: The retail price is driven by the market, the manufacturer's contribution margin is high compared to the retailer's, and the demand is inelastic or moderately elastic.

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https://doi.org/https://doi.org/10.46970/2021.26.3.1

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@article{lihong2021,
  title        = {{Vertical Cooperative Advertising: A Manufacturer’s Perspective}},
  author       = {Lihong He et al.},
  journal      = {International Journal of Operations and Quantitative Management},
  year         = {2021},
  doi          = {https://doi.org/https://doi.org/10.46970/2021.26.3.1},
}

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Vertical Cooperative Advertising: A Manufacturer’s Perspective

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Evidence weight

0.26

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.00 × 0.4 = 0.00
M · momentum0.20 × 0.15 = 0.03
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.