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An Analysis of Manufacturer-Retailer Supply Chain Coordination in Cooperative Advertising

机译：合作广告中的制造商-零售商供应链协调分析

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In the literature of cooperative (co-op) advertising, the focus of the research is on a relationship in which a manufacturer is the leader and retailers are followers. This relationship implies the dominance of the manufacturer over retailers. Recent market trends have shown a shift in power from manufacturers to retailers. Retailers, as a result, may now possess equal or even greater power than a manufacturer in some instances when it comes to retailing. Based on this new market phenomenon, we intend to explore the role of co-op advertising in a manufacturer-retailer supply chain through brand name investments, local advertising expenditures, and sharing rules of advertising expenses. Two co-op advertising models are developed and compared. The first co-op advertising model is based on the traditional leader-follower relationship of a manufacturer and a retailer. The second model incorporates partnership into co-op advertising coordination. Business examples and managerial implications of the models have been discussed. A cooperative bargaining technique is utilized to implement the partnership co-op advertising model.
机译：在合作（合作）广告的文献中，研究的重点是一种关系，其中制造商是领导者，零售商是追随者。这种关系意味着制造商比零售商具有优势。最近的市场趋势表明，力量已从制造商转移到零售商。结果，在某些情况下，零售商现在可能具有与制造商同等甚至更大的权力。基于这种新的市场现象，我们打算通过品牌投资，本地广告支出和广告支出分配规则，探索合作广告在制造商-零售商供应链中的作用。开发并比较了两种合作广告模式。第一个合作社广告模型基于制造商和零售商的传统领导者与跟随者关系。第二种模式将合作伙伴关系纳入合作社广告协调中。讨论了模型的业务示例和管理意义。利用合作议价技术来实施合作社合作广告模型。

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