Aggressive or partnership strategy: Which choice is better for the national brand?

Aggressive or partnership strategy: Which choice is better for the national brand?

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Article ID: iaor201527138
Volume: 166
Issue: 2
Start Page Number: 50
End Page Number: 63
Publication Date: Aug 2015
Journal: International Journal of Production Economics
Authors: ,
Keywords: economics, marketing, retailing, advertising, manufacturing industries
Abstract:

  • The manufacturer is gaining using either aggressive or partnership strategy.
  • The retailer is always losing when revenue‐sharing is implemented.
  • Advertising the national brand could be beneficial for the retailer.
  • Revenue‐sharing is always beneficial to the whole channel.

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