Solving a Two-Period Cooperative Advertising Problem Using Dynamic Programming | ||
| Interdisciplinary Journal of Management Studies | ||
| دوره 14، شماره 1، بهار 2021، صفحه 141-161 اصل مقاله (761.69 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2020.278729.673594 | ||
| نویسندگان | ||
| Saeed Alaei* 1؛ Neda Manavizadeh1؛ Masoud Rabbani2 | ||
| 1Department of Industrial Engineering, Khatam University, Tehran, Iran | ||
| 2School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran | ||
| چکیده | ||
| Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period depends on the decisions made in the first period. The problem is solved for two cases of the absence and presence of cooperative advertising contract, and the results are compared. The solution to the problem is presented using the concepts of the Nash equilibrium, Stackelberg game, stochastic games, and dynamic programming. The computational results using numerical examples show that if the cooperative advertising contract is offered in the win-win condition, the players’ profit will increase significantly. | ||
| کلیدواژهها | ||
| Cooperative advertising؛ Game theory؛ Stochastic games؛ Advertising options | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 1,915 تعداد دریافت فایل اصل مقاله: 1,090 |
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