{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:25:45Z","timestamp":1754155545961,"version":"3.41.2"},"reference-count":40,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2019,6,3]],"date-time":"2019-06-03T00:00:00Z","timestamp":1559520000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["K"],"published-print":{"date-parts":[[2019,6,3]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Most firms in the fashion industry frequently design and promote new products, which leads to a two-period phenomenon in product sales. This study aims to examine the optimal advertising efforts of each channel member and the subsidy strategies of the manufacturer with retail competition in a two-period supply chain.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>By utilizing the game theory, this study developed a cooperative advertising model that considers the element of retailer competition in a two-period supply chain.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The main results of this study are as follows. An increase in the subsidy rate of one retailer\u2019s advertising cost will lead to a decrease in the share of the other. When a manufacturer\u2019s marginal profit from one retailer is considerably larger than that from the other, the manufacturer will share more advertising cost with the former. This study demonstrates that a bilateral participation contract can achieve supply chain coordination and increases the likelihood of retailers to participate in this contract when competition effect is small.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>First, product price is not a decision variable in this model. This concern can be studied in future work. Second, the one-manufacturer and two-retailer supply chain can be expanded to competitive manufacturers.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>This study provides some decision references for the manufacturer and retailer on advertising strategies. The manufacturer can also gain insights into cooperative advertising strategy when facing a competitive retail environment.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Most previous studies related to cooperative advertising focused on a single-period supply chain. This study investigates cooperative advertising strategy with retail competition in two-period sales and explores the potential coordinating power of a bilateral participation contract.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/k-01-2018-0004","type":"journal-article","created":{"date-parts":[[2018,9,14]],"date-time":"2018-09-14T06:02:51Z","timestamp":1536904971000},"page":"1175-1194","source":"Crossref","is-referenced-by-count":5,"title":["Coordination through cooperative advertising in a two-period supply chain with retail competition"],"prefix":"10.1108","volume":"48","author":[{"given":"Qingyun","family":"Xu","sequence":"first","affiliation":[]},{"given":"Bing","family":"Xu","sequence":"additional","affiliation":[]},{"given":"Qiushi","family":"Bo","sequence":"additional","affiliation":[]},{"given":"Yi","family":"He","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"1","key":"key2020092222145811000_ref001","first-page":"67","article-title":"Vendor 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