The COVID-19 pandemic creates an unseen challenge to the world’s business operations. In order to survive, companies have taken all kinds of measures. However, for SMEs, owing to relatively limited resources, surviving COVID-19 requires innovative measures. In this paper, we examine two...

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the subsidy rate. We consider a case of new product adoption...