Inequality aversion in cooperative advertising in supply chain: an experimental study

Li, Yue; Zhao, Xuebing; Xie, Jinxing; Zhu, Wanshan

doi:10.1080/00207543.2021.2004465

Cited by 4 publications

(3 citation statements)

References 41 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…[45] studied how price stickiness affects cooperative advertising investment while participants are myopia or farsighted. [36] employed a laboratory experiment and found that the manufacturer's inequality-averse behavior is beneficial to the cooperative supply chain.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Cooperative advertising and coordination in a supply chain: the role of Nash bargaining fairness concerns

Du,

Jiang,

Tao

et al. 2024

RAIRO-Oper. Res.

View full text Add to dashboard Cite

This study constructs a game-theoretic model of cooperative advertising in a supply chain with Nash bargaining solutions as the fairness reference point. We use a square root response function to describe the saturation effect of advertising. We find that the retailer's Nash bargaining fairness concerns (NBFC) improve the local advertising investment even more than the level of the centralized case. The effect of NBFC on the retailer's profit is inverted U-shaped, rising first and then falling, and vice versa for the manufacturer. As the fairness-concerned coefficient increases from small to large, the efficiency of the supply chain changes from improvement to decline. Moreover, we find that a two-way subsidy mechanism in cooperative advertising still works on coordination although the retailer possesses NBFC. The study offers practical management insights into the operational strategies of supply chain members.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

“…The manufacturer reimburses a portion of the retailer's advertising expenditures to incentivize local advertising investment. The Stackelberg game is used in modeling the cooperative advertising decision process between supply chain members [31,32,36]. Figure 1 shows the framework of the supply chain.…”

Section: Problem Statementmentioning

confidence: 99%

Cooperative advertising and coordination in a supply chain: the role of Nash bargaining fairness concerns

Du,

Jiang,

Tao

et al. 2024

RAIRO-Oper. Res.

View full text Add to dashboard Cite

show abstract

“…In this field of research, Zhong and Sun [11] studied the impact of manufacturer's distributional fairness and retailer's peer-induced distribution fairness on pricing and carbon emission reduction decisions in a supply chain composed of one manufacturer and two retailers. Li et al [12] designed a controlled experiment for the cooperative advertising strategy, and the experimental results showed that the unfair aversion to advertising cost and income distribution in the actual decision-making would reduce the manufacturer's advertising participation rate and the retailer's advertising expenditure. In the retailer-led closed-loop supply chain, Wang et al [13] compared the impact of manufacturer's fairness concerns on supply chain decision-making and profits under the conditions of information symmetry and information asymmetry.…”

Section: Literature Reviewmentioning

confidence: 99%

Channel Contract Coordination for Supply Chain With Behavior Preferences Under Uncertainties

Zhu,

Zhang,

et al. 2023

IEEE Access

View full text Add to dashboard Cite

This paper studies the coordination of a dual-channel supply chain with behavior preferences under uncertainties of yield and demand. According to an improved FS model and mean-CVaR criterion, we construct optimal decision models in the centralized and decentralized situations, and propose the joint contract of revenue-sharing and risk-sharing to coordinate the dual-channel supply chain. Furthermore, this paper investigates the effects of fairness concerns and risk-averse preferences on supply chain members' profits and decisions, and studies the feasible region for joint contracts to achieve Pareto improvement. This paper finds that: 1 fairness concerns and risk aversion preferences exacerbate the double marginalization effect, 2 fairness concerns and risk aversion have a negative impact on manufacturer's decision in a manufacturer-led dual-channel supply chain, 3 the possibility of joint contract to achieve coordination increases with the increases of degree of fairness concerns and risk aversion.

show abstract

Quality information disclosure and advertising strategy in a supply chain

Hong

Zhou

Gong

et al. 2022

International Journal of Production Research

View full text Add to dashboard Cite

Inequality aversion in cooperative advertising in supply chain: an experimental study

Cited by 4 publications

References 41 publications

Cooperative advertising and coordination in a supply chain: the role of Nash bargaining fairness concerns

Cooperative advertising and coordination in a supply chain: the role of Nash bargaining fairness concerns

Channel Contract Coordination for Supply Chain With Behavior Preferences Under Uncertainties

Quality information disclosure and advertising strategy in a supply chain

Contact Info

Product

Resources

About