An Innovative Bargaining Solution Analysis for Vertical Cooperative Promotion Management Decisions

The paper examined the possibility of an extension of the win-win-win papakonstantinidis conceptualization, as an innovative bargaining solution analysis for vertical cooperative promotion management decisions between marketing channel members. This conceptualization was approached as an alternative pricing and promotion strategy to fixed prices. Our organized literature review led us on an initial judgmental sample of one-hundred (100) published research works (selected at the first stage of the literature review), in order to be scanned and reached at one to fifty-six (56) published research works, which were processed to offer some valuable findings. Our research intention was to categorize the constructs of the following fundamental concept: “vertical cooperative promotion management decision.” A critical hermeneutics approach was adopted for the present study. Our proposition was an extension of the win-win-win papakonstantinidis conceptualization, which led us to “win-win-win spais-papakonstantinidispapakonstantinidis model”, an innovative bargaining solution analysis for vertical cooperative promotion management decisions applied to a paradigm of a hotel, including three (3) adjusted utility functions