Cooperative advertising models in supply chain management: A review
Cooperative advertising models in supply chain management: A review
复制标题
DOI：
10.1016/j.ejor.2013.08.010
复制
发表时间：
2014-04
期刊：
影响因子：
--
通讯作者：
G. Aust;U. Buscher
中科院分区：
文献类型：
--
作者：
G. Aust;U. Buscher
合作广告是近年来引起人们极大兴趣的一个话题。因此，我们首先简要区分运筹学文献中合作广告的五种不同定义。之后，我们专注于垂直合作广告，这是最常见的调查对象，被理解为一种财务协议，制造商提出支付其零售商广告支出的一定份额。我们总共确定了58篇考虑垂直合作广告数学建模的科学论文。然后分析这些文章的一般模型设置（例如，潜在的供应链结构和合作广告计划的设计）。之后，我们解释了所采用的不同需求和成本函数，从而区分了静态模型和动态模型。我们回顾的最后一个维度致力于博弈论概念，这些概念主要用于反映渠道内不同形式的权力分配。
This paper reviews articles on cooperative advertising, a topic which has gained substantial interest in the recent years. Thereby, we first briefly distinguish five different definitions of cooperative advertising which can be found in operations research literature. After that, we concentrate on vertical cooperative advertising, which is the most common object of investigation and is understood as a financial agreement where a manufacturer offers to pay a certain share of his retailer’s advertising expenditures. In total, we identified 58 scientific papers considering mathematical modeling of vertical cooperative advertising. These articles are then analyzed with regard to their general model setting (e.g., the underlying supply chain structure and design of the cooperative advertising program). After that, we explain the different demand and cost functions that are employed, whereupon we distinguish between static and dynamic models. The last dimension of our review is dedicated to the game-theoretic concepts which are mostly used to reflect different forms of distribution of power within the channel.