Abstract
The focus of this paper is channel selection and co-op advertising strategies in Ecommerce Age. We use Stackelberg game to develop two co-op advertising models under different channels. Then we compare the two models to select optimal channel and co-op advertising strategies. Furthermore, we analyze the impact of product web-fit on optimal strategies and illustrate by some numeral examples. Based on our results, we provide some significant and managerial insights, and derive some probable paths of future research. © Springer-Verlag Berlin Heidelberg 2013.
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CITATION STYLE
Liu, Y., & Sun, Y. (2013). Channel selection and co-op advertising in ecommerce age. In LISS 2012 - Proceedings of 2nd International Conference on Logistics, Informatics and Service Science (pp. 195–201). https://doi.org/10.1007/978-3-642-32054-5_29
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