Cooperative Advertising with Bilateral Participation
研究了两层分销渠道中的联合广告策略，将常见的单边参与扩展为双边参与，发现恰当设计的双边参与能协调渠道、提升效率并实现帕累托改进。
ABSTRACT We study cooperative (co‐op) advertising strategies in a two‐tier distribution channel and extend the popular unilateral participation strategy to bilateral participations. Our research shows that a properly designed bilateral participation has several advantages over unilateral participation. Bilateral participation is capable of coordinating the distribution channel under a very general demand function. In addition, when channel members determine participation parameters endogenously, the bilateral participation improves the channel efficiency and leads to a Pareto improvement over the corresponding unilateral participation.