A pricing strategy of e-commerce advertising cooperation in the Stackelberg game model with different market power structure

DOI10.3390/A12010024MaRDI QIDQ2633285zbMATH OpenOpenAlexWikidataFDO

Authors Ling Zhu, Jie Lin

Publication date 8 May 2019

Published in Algorithms (Search for Journal in Brave)

Copyright license Creative Commons Attribution 4.0 International

Full work available at URL https://doi.org/10.3390/a12010024

zbMATH Keywords

e-commerce advertising cooperationpricing strategyStackelberg game model

Mathematics Subject Classification ID

Marketing, advertising (90B60) Hierarchical games (including Stackelberg games) (91A65) Microeconomic theory (price theory and economic markets) (91B24)

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Cites work

• A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer-retailer supply chains
• A survey of game-theoretic models of cooperative advertising
• A two-period game of a closed-loop supply chain
• Cooperative advertising models in supply chain management: a review
• Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount
• scientific article; zbMATH DE number 2218947 (Why is no real title available?)
• Retail promotions with negative brand image effects: Is cooperation possible?

Cited in

(6)

• Cooperation and decision making in a two-sided market motivated by the externality of a third-party social media platform
• Strategy analysis for a digital content platform considering perishability
• Optimal add-on items recommendation service strength strategy for e-commerce platform with full-reduction-promotion
• A two-stage revenue pricing model for internet advertising with the risk-aversion
• The impact of platform fee scheme on manufacturer-E-tailer co-operative advertising: A game-theoretic analytical study
• Pricing strategy and its impact on the effort of community leader and platform: uniform or differentiated pricing?

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