Horizontal cooperative programmes and
cooperative advertising
期刊名称： International Journal of Production Research
作者： Qinglong Gou,Juan Zhang,Liang Liang,Zhimin Huang,Allan Ashley
作者机构： School of Management,Robert B. Willumstad School of Business
年份： 2014年
期号： 第3-4期
characterise关键词： supply chain management; OR in marketing; cooperative advertising;
cooperative programme; goodwill; differential game
摘要：Horizontal inter-firm cooperation is an important form of cooperation between firms and has recent
ly received increased attention from both researchers and professionals. This article examines advertising strategies involving horizontal cooperative programmes, and we focus on joint ventures and contractual alliances that characterise two prominent horizontal cooperative programmes. A modified Nerlove–Arrow model is employed to describe advertising efforts on goodwill and sales of products. Differential game theory is utilised to evaluate three cooperative scenarios. The scenarios include (i) no cooperative programme between two firms; (ii) the cooperative mode between the two firms is a joint venture; and (iii) the cooperative mode is a contractual alliance. The two firms' optimal advertising levels and profits for their own
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