Coordination of advertising strategies in a fashion licensing contract (Q1035893)

From MaRDI portal
Revision as of 22:42, 30 January 2024 by Import240129110113 (talk | contribs) (Added link to MaRDI item.)
scientific article
Language Label Description Also known as
English
Coordination of advertising strategies in a fashion licensing contract
scientific article

    Statements

    Coordination of advertising strategies in a fashion licensing contract (English)
    0 references
    0 references
    0 references
    4 November 2009
    0 references
    The paper characterizes cooperative and non-cooperative advertising strategies of a licensor and licensee involved in a licensing contract in the fashion business. Licensing is the process of leasing a legally protected entity (brand, name, logo, etc.) in conjunction with a product or product line. It consists in a contractual agreement between two business entities: the owner of the property, called licensor; and the renter of the rights, called licensee. It is shown that if the licensor, who acts as the leader, uses an incentive strategy that depends on the licensee advertising, then it can reach the jointly optimal solution in a decentralized way.
    0 references
    differential games
    0 references
    advertising
    0 references
    licensing
    0 references
    incentive strategies
    0 references
    Stackelberg equilibrium
    0 references
    cooperative solution
    0 references

    Identifiers

    0 references
    0 references
    0 references
    0 references
    0 references
    0 references