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Coordination of Advertising Strategies in a Fashion Licensing Contract

Author

Listed:
  • A. Buratto

    (University of Padova)

  • G. Zaccour

    (HEC Montréal)

Abstract

The aim of this paper is to characterize cooperative and noncooperative advertising strategies of a licensor and licensee involved in a licensing contract in the fashion business. Licensing is the process of leasing a legally protected entity (brand, name, logo, etc.) in conjunction with a product or product line. It is based on a contractual agreement between two business entities: the owner of the property, called licensor; and the renter of the rights, called licensee. Licensing is seen as a win-win strategy, in which the two partners can achieve their objectives (e.g., expanding the brand, its market reach, etc.). We show that, if the licensor, who acts as the leader, uses an incentive strategy that depends on the licensee advertising, then it can reach the jointly optimal solution in a decentralized way.

Suggested Citation

  • A. Buratto & G. Zaccour, 2009. "Coordination of Advertising Strategies in a Fashion Licensing Contract," Journal of Optimization Theory and Applications, Springer, vol. 142(1), pages 31-53, July.
    • Handle: RePEc:spr:joptap:v:142:y:2009:i:1:d:10.1007_s10957-009-9511-x
    DOI: 10.1007/s10957-009-9511-x
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    References listed on IDEAS

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    6. Dockner,Engelbert J. & Jorgensen,Steffen & Long,Ngo Van & Sorger,Gerhard, 2000. "Differential Games in Economics and Management Science," Cambridge Books, Cambridge University Press, number 9780521637329, November.
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    Cited by:

    1. Wu, Cheng-Han, 2019. "Licensing to a competitor and strategic royalty choice in a dynamic duopoly," European Journal of Operational Research, Elsevier, vol. 279(3), pages 840-853.
    2. Buratto, Alessandra & Cesaretto, Rudy & De Giovanni, Pietro, 2019. "Consignment contracts with cooperative programs and price discount mechanisms in a dynamic supply chain," International Journal of Production Economics, Elsevier, vol. 218(C), pages 72-82.
    3. Javier Frutos & Guiomar Martín-Herrán, 2015. "Does Flexibility Facilitate Sustainability of Cooperation Over Time? A Case Study from Environmental Economics," Journal of Optimization Theory and Applications, Springer, vol. 165(2), pages 657-677, May.
    4. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    5. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
    6. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    7. Petal Jean Hackett, 2012. "Cutting too Close? Design Protection and Innovation in Fashion Goods," CESifo Working Paper Series 3716, CESifo.

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