Optimal Advertising and Pricing in a Dynamic Durable Goods Supply Chain
28 Pages Posted: 29 Jul 2011
Date Written: June 7, 2011
Cooperative advertising is an incentive offered by a manufacturer to influence retailers' promotional decisions. We study a dynamic durable goods duopoly with a manufacturer and two independent and competing retailers. The manufacturer as a Stackelberg leader announces his wholesale prices and his shares of retailers' advertising costs, and the retailers in response play a Nash differential game in choosing their optimal retail prices and advertising efforts over time. We obtain the feedback equilibrium policies in explicit form for a linear demand formulation. We investigate issues like channel coordination and anti-discriminatory legislation and also study a case when the manufacturer sells through only one retailer and the second retailer sells a competing brand.
Keywords: Cooperative advertising, Stackelberg differential game, Nash differential game, sales-advertising dynamics, feedback Stackelberg equilibrium, Durable goods
JEL Classification: C61
Suggested Citation: Suggested Citation