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1、EuropeanJournalofOperationalResearch211(2011)263–273ContentslistsavailableatScienceDirectEuropeanJournalofOperationalResearchjournalhomepage:www.elsevier.com/locate/ejorProduction,ManufacturingandLogisticsAgametheoreticapproachtocoordinatepricingandverticalco-opadvertisinginman
2、ufacturer–retailersupplychainsa,?abMirMehdiSeyedEsfahani,MaryamBiazaran,MohsenGharakhaniaDepartmentofIndustrialEngineering,AmirKabirUniversityofTechnology,Tehran15875-4413,IranbDepartmentofIndustrialEngineering,IranUniversityofScienceandTechnology,Tehran16846-13114,Iranarticlei
3、nfoabstractArticlehistory:Verticalcooperative(co-op)advertisingisamarketingstrategyinwhichtheretailerrunslocaladvertis-Received23March2010ingandthemanufacturerpaysforaportionofitsentirecosts.Thispaperconsidersverticalco-opadver-Accepted15November2010tisingalongwithpricingdecisi
4、onsinasupplychain;thisconsistsofonemanufacturerandoneretailerAvailableonline23November2010wheredemandisin?uencedbybothpriceandadvertisement.Fourgame-theoreticmodelsareestab-lishedinordertostudytheeffectofsupplychainpowerbalanceontheoptimaldecisionsofsupplychainKeywords:members.
5、Comparisonsandinsightsaredeveloped.Theseembracethreenon-cooperativegamesinclud-MarketingingNash,Stackelberg-manufacturerandStackelberg-retailer,andonecooperativegame.InthelatterSupplychaincoordinationcase,boththemanufacturerandtheretailerreachthehighestpro?tlevel;subsequently,t
6、hefeasibilityPricingVerticalcooperativeadvertisingofbargaininggameisdiscussedinabidtodetermineaschemetosharetheextrajointpro?t.Gametheoryó2010ElsevierB.V.Allrightsreserved.1.Introductionconsumerdemandisin?uencedbybothpriceandadvertisingefforts.Supplychaincoordinationhasbeenthef
7、ocusofmanyresearchManufacturersandretailersuseadvertisingprogramstocon-studieswithoutwhichchannelmemberstendtomaximizetheirvincecustomerstopurchasetheirproducts.Theireffortsarediffer-ownpro?t.Aprimeexampleassociatedwithsuchanuncoordi-entinthesensethat,theaimofmanufacturer’snati
8、onalnatedsystemis‘‘doublemarginalization’’,inwhichther
