STACKELBERG LEADERSHIP IN A MARKETING CHANNEL
2001 ◽
Vol 03
(01)
◽
pp. 13-26
◽
Keyword(s):
This paper provides an answer to the question who should, if any, lead a marketing channel? We consider a channel consisting of one manufacturer and one retailer where each player controls his advertising rate and margin. Supposing that advertising has a carry over effect on demand, we adopt a dynamic model. Nash and Stackelberg equilibria are characterised and outcomes compared with an efficient coordinated solution. Our findings suggest that manufacturer's leadership reduces inefficiency in a channel and is more beneficial to the consumer.
2011 ◽
Vol 70
(11)
◽
pp. 1957-1962
◽
Keyword(s):
2008 ◽
Vol 8
(12)
◽
pp. 1622-1625
◽
Keyword(s):
1982 ◽
Vol 25
(2)
◽
pp. 77-98
Keyword(s):
Keyword(s):