| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 6896969 | European Journal of Operational Research | 2015 | 14 Pages |
Abstract
- We investigate whether or not manufacturers should offer trade deals and/or on-pack coupons.
- Conditions under which either one of the three promotional options is optimal are identified.
- The coupon redemption rate critically affects manufacturers' promotional choices.
- When a choice is possible, manufacturers prefer on-pack coupons to trade deals.
- Retailers may only earn more profits than manufacturers when on-pack coupons are offered.
Related Topics
Physical Sciences and Engineering
Computer Science
Computer Science (General)
Authors
Guiomar MartÃn-Herrán, Simon-Pierre Sigué,