KOBV Portal

Hits per page

hit 1 - 1 | 1 hit

Select All Export

Online Resource

Optimizing Consumer Advertising, Intermediary Advertising and Markup in a Vertical Market Structure

Naert, Philippe A.

Institute for Operations Research and the Management Sciences (INFORMS) ; 1971

In: Management Science Vol. 18, No. 4-part-ii ( 1971-12), p. P-90-P-101

add to watchlist on the watchlist

Details

In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 18, No. 4-part-ii ( 1971-12), p. P-90-P-101

Abstract: Given is a vertical market structure (VMS) which consists of producers, one intermediary level and consumers. In most of the literature on VMS either equilibrium behavior is studied without consideration of objectives or some objective function is being optimized without taking into account behavior of intermediaries. This paper is a modest attempt to bring the two approaches together. The decision variables are consumer advertising, intermediary advertising and markup offered by producers to intermediaries. Behavior of intermediaries is incorporated through the use of a pseudodecision variable, the equilibrium number of middlemen in the VMS.

Type of Medium: Online Resource

ISSN: 0025-1909 , 1526-5501

URL: Article

DOI: 10.1287/mnsc.18.4.P90

RVK:

QP 300

Language: English

Publisher: Institute for Operations Research and the Management Sciences (INFORMS)

Publication Date: 1971

detail.hit.zdb_id: 206345-1

detail.hit.zdb_id: 2023019-9

SSG: 3,2