Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6898040 | European Journal of Operational Research | 2013 | 13 Pages |
Abstract
⺠Simultaneous sequence of move for pricing and marketing effort (ME) decisions in a bilateral channel is challenged. ⺠Pricing, ME and cooperative advertising are considered as decision variables. Nine non-cooperative games are solved. ⺠Equilibrium outputs from three sequences of play of pricing and ME under three leadership scenarios are compared. ⺠Channel members can prefer sequential decision-making of prices and ME under any channel leadership scenarios. ⺠Different periodicity of pricing and ME could lead to channel conflict.
Related Topics
Physical Sciences and Engineering
Computer Science
Computer Science (General)
Authors
Salma Karray,