Cooperative advertising programs: are accrual constraints necessary?
This paper investigates how the use of an accrual constraint in a cooperative advertising program affects channel members' profits in a bilateral monopoly, as well as their pricing and advertising decisions. The main findings indicate that, compared to unconstrained cooperative advertising prog...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Blackwell Publishing Ltd
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |