An Analysis of Manufacturer‐Retailer Supply Chain Coordination in Cooperative Advertising*
研究了零售商权力上升背景下，制造商与零售商通过品牌投资、地方广告支出和费用分摊规则进行合作广告协调的两种模型，并比较了传统主从关系与伙伴关系模式的效果。
ABSTRACT In the literature of cooperative (co‐op) advertising, the focus of the research is on a relationship in which a manufacturer is the leader and retailers are followers. This relationship implies the dominance of the manufacturer over retailers. Recent market trends have shown a shift in power from manufacturers to retailers. Retailers, as a result, may now possess equal or even greater power than a manufacturer in some instances when it comes to retailing. Based on this new market phenomenon, we intend to explore the role of co‐op advertising in a manufacturer‐retailer supply chain through brand name investments, local advertising expenditures, and sharing rules of advertising expenses. Two co‐op advertising models are developed and compared. The first co‐op advertising model is based on the traditional leader‐follower relationship of a manufacturer and a retailer. The second model incorporates partnership into co‐op advertising coordination. Business examples and managerial implications of the models have been discussed. A cooperative bargaining technique is utilized to implement the partnership co‐op advertising model.