Advertising in Asymmetric Competing Supply Chains

Author:

Liu Bin1,Cai Gangshu George2,Tsay Andy A.2

Affiliation:

1. College of Information and Management Science; Henan Agricultural University; Zhengzhou 450046 China

2. Department of Operations Management and Information Systems; Leavey School of Business; Santa Clara University; Santa Clara California 95053 USA

Publisher

Wiley

Subject

Management of Technology and Innovation,Industrial and Manufacturing Engineering,Management Science and Operations Research

Reference51 articles.

1. Cooperative efforts;Arnold;Marketing News,2003

2. Advertising competition under consumer inertia;Banerjee;Market. Sci.,2003

3. Understanding cooperative advertising participation rates in conventional channels;Bergen;J. Market. Res.,1997

4. Vertical cooperative advertising structures;Berger;J. Market. Res.,1972

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