Yang, Jing; Xie, Jinxing; Deng, Xiaoxue; Xiong, Huachun - In: European Journal of Operational Research 227 (2013) 2, pp. 401-407
Cooperative (co-op) advertising has been widely used in practice and employed as a strategy to improve the performance of a distribution channel. It is known from the existing models that co-op advertising could not achieve the channel coordination (i.e., maximize the total channel profit). In...
