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PISHVA Davar
Department Ritsumeikan Asia Pacific University College of Sustainability and Tourism Position Professor |
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| Language | English |
| Publication Date | 2019/11 |
| Type | Research paper (Academic/Professional Journal) |
| Peer Review | Peer reviewed |
| Title | Modelling Pricing, Vertical Co-op Advertising and Quality Improvement in a Non-cooperative Three-echelon Supply Chain Using Game Theory Approach |
| Contribution Type | Corresponding |
| Journal | RAIRO Operations Research (RAIRO-Oper.) |
| Journal Type | Another Country |
| Publisher | EDP Sciences, ROADEF, SMAI 2019 |
| Volume, Issue, Page | 53(5),pp.1937-1965 |
| Total page number | 29 |
| Responsible for | Corresponding author |
| Author and coauthor | Shoeleh, M. Seifbarghy, D. Pishva |
| Details | Abstract: Vertical cooperative (co-op) advertising is one of the well-known mechanisms for coordination of supply chains. Vertical co-op advertising is a financial agreement in which a member of the chain pays certain percentage (i.e. cooperation rate) of a subsequent member's advertisement cost. Since increasing the number of echelons and decision variables in supply chain problems increase the modelling and computational complexity, most researchers study vertical co-op advertising in a two-level supply chain including a manufacturer and a retailer. This paper investigates the problem by considering price and quality levels as additional decision variables in a three-echelon supply chain consisting of one supplier, one manufacturer, and one retailer. The ultimate goal is to show supply chain managers the importance of product quality as well the role of local advertisement in positively influencing market demand on top of the traditional approach of speed and efficiency optimization. |