Periodicity of pricing and marketing efforts in a distribution channel

► Simultaneous sequence of move for pricing and marketing effort (ME) decisions in a bilateral channel is challenged. ► Pricing, ME and cooperative advertising are considered as decision variables. Nine non-cooperative games are solved. ► Equilibrium outputs from three sequences of play of pricing and ME under three leadership scenarios are compared. ► Channel members can prefer sequential decision-making of prices and ME under any channel leadership scenarios. ► Different periodicity of pricing and ME could lead to channel conflict.