How Does '3-D Negotiation' Move Beyond in a Dimension of a Win-Win-Win Approach for Integrated Bargaining Solution Analysis of Vertical Cooperative Advertising Campaigns?
Spais, G.S. (2014). "How does “3-D Negotiation” move beyond in a dimension of a win-win-win approach for integrated bargaining solution analysis of vertical cooperative advertising campaigns?, Journal of Promotion Management, Vol. 20, No.1, pp.36-58
Posted: 11 Feb 2014
Date Written: February 11, 2014
Abstract
The research aim of this study was to examine the possibility to investigate win-win-win Spais-Papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical advertising campaigns under the prism of the "3-D Negotiation". First, the author provided some summary points of the critical case of Proctor & Gamble (P&G) and Wal-Mart. Second, the utility functions were extended based on author’s previous works and the findings of the critical case study. The author considered a simplified situation where a brand manufacturer and an independent retailer are renegotiating, assuming that the negotiations occur in an incomplete and asymmetric information environment.
Keywords: vertical cooperative advertising, 3-D Negotiation approach, bargaining solution analysis, win-win-win Papakonstantinidis model
JEL Classification: M31, M37, C71
Suggested Citation: Suggested Citation