ISSN 2394-5125
 

Research Article 


COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI.

Abstract
Advertising is one of the ways that supply chains use to increase their customers. Cooperative advertising is one of the new approaches in
advertising. In cooperative advertising, the manufacturer pays part of the advertising costs of its retailers. This increases retailers' incentives to
invest more in advertising, which increases customer absorption. On the other hand, this advertisement is in the form of a contract that the
manufacturer uses as a lever. Production capacities and available budgets of the manufacturer and retailers are some of the challenges of
cooperative advertising in determining the optimal values of variables. Retailers compete with each other in the form of Generalized-Nash game to
get more participation rates and more goods from the manufacturer. Because some variables are already predetermined by the manufacturer, the
competition between the manufacturer and the retailers is a Stackelberg game. Finally, the mathematical model proposed and analyzed through
numerical experiments, and some managerial insights are reported.

Key words: Cooperative advertising; Generalized-Nash game; Stackelberg game; Variational inequalities


 
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Pubmed Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. JCR. 2020; 7(17): 3592-3601. doi:10.31838/jcr.07.17.448


Web Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. http://www.jcreview.com/?mno=36523 [Access: August 17, 2021]. doi:10.31838/jcr.07.17.448


AMA (American Medical Association) Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. JCR. 2020; 7(17): 3592-3601. doi:10.31838/jcr.07.17.448



Vancouver/ICMJE Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. JCR. (2020), [cited August 17, 2021]; 7(17): 3592-3601. doi:10.31838/jcr.07.17.448



Harvard Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI (2020) COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. JCR, 7 (17), 3592-3601. doi:10.31838/jcr.07.17.448



Turabian Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. 2020. COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. Journal of Critical Reviews, 7 (17), 3592-3601. doi:10.31838/jcr.07.17.448



Chicago Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. "COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH." Journal of Critical Reviews 7 (2020), 3592-3601. doi:10.31838/jcr.07.17.448



MLA (The Modern Language Association) Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI. "COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH." Journal of Critical Reviews 7.17 (2020), 3592-3601. Print. doi:10.31838/jcr.07.17.448



APA (American Psychological Association) Style

SEYED MAHDI AGHAZADEH, HAMID FARVARESH, ANWAR MAHMOUDI (2020) COOPERATIVE ADVERTISING IN A TWO-ECHELON SUPPLY CHAIN BY CONSIDERING CAPACITY AND BUDGET CONSTRAINTS: A BI-LEVEL PROGRAMMING APPROACH. Journal of Critical Reviews, 7 (17), 3592-3601. doi:10.31838/jcr.07.17.448