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Overcoming the drawbacks of a revenue-sharing contract through a support program

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  • Pietro Giovanni
  • Maria Roselli

Abstract

In a marketing channel governed by goodwill dynamics, players adjust their pricing and advertising strategies when shifting from a wholesale price contract (WPC) to a revenue sharing contract (RSC). We demonstrate that this shift is not payoff-Pareto-improving when the retailer, who is the player transferring the share of revenues, is myopic. Further, we identify the conditions under which the negative effects an RSC creates may be alleviated when the manufacturer offers a support program. Finally, contrarily to operational coordination instruments such as an RSC, a support program always leads to a payoff-Pareto-improving situation and thus should be preferred by firms to reach coordination. Copyright The Author(s) 2012

Suggested Citation

  • Pietro Giovanni & Maria Roselli, 2012. "Overcoming the drawbacks of a revenue-sharing contract through a support program," Annals of Operations Research, Springer, vol. 196(1), pages 201-222, July.
    • Handle: RePEc:spr:annopr:v:196:y:2012:i:1:p:201-222:10.1007/s10479-012-1113-6
    DOI: 10.1007/s10479-012-1113-6
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    Cited by:

    1. Cai, Jianhu & Hu, Xiaoqing & Tadikamalla, Pandu R. & Shang, Jennifer, 2017. "Flexible contract design for VMI supply chain with service-sensitive demand: Revenue-sharing and supplier subsidy," European Journal of Operational Research, Elsevier, vol. 261(1), pages 143-153.
    2. Sacco, Armando & De Giovanni, Pietro, 2019. "Channel coordination with a manufacturer controlling the price and the effect of competition," Journal of Business Research, Elsevier, vol. 96(C), pages 97-114.
    3. Haoyu Liu & Shulin Liu, 2019. "Considering In-App Advertising Mode, Platform-App Channel Coordination by a Sustainable Cooperative Advertising Mechanism," Sustainability, MDPI, vol. 12(1), pages 1-28, December.
    4. Senlin Zhao & Qinghua Zhu, 2017. "Remanufacturing supply chain coordination under the stochastic remanufacturability rate and the random demand," Annals of Operations Research, Springer, vol. 257(1), pages 661-695, October.
    5. Xiaofang Liu & Jian Li & Jun Wu & Guoqing Zhang, 2017. "Coordination of supply chain with a dominant retailer under government price regulation by revenue sharing contracts," Annals of Operations Research, Springer, vol. 257(1), pages 587-612, October.
    6. Pietro De Giovanni, 2016. "State- and Control-Dependent Incentives in a Closed-Loop Supply Chain with Dynamic Returns," Dynamic Games and Applications, Springer, vol. 6(1), pages 20-54, March.
    7. 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.
    8. 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.
    9. Pietro Giovanni, 2017. "Closed-loop supply chain coordination through incentives with asymmetric information," Annals of Operations Research, Springer, vol. 253(1), pages 133-167, June.
    10. Pietro De Giovanni, 2016. "Coordination in a distribution channel with decisions on the nature of incentives and share-dependency on pricing," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 67(8), pages 1034-1049, August.
    11. Lu, Lijue & Marín-Solano, Jesús & Navas, Jorge, 2019. "An analysis of efficiency of time-consistent coordination mechanisms in a model of supply chain management," European Journal of Operational Research, Elsevier, vol. 279(1), pages 211-224.
    12. Zhanping Cheng & Xiaodong Yang & Andy A. Tsay, 2017. "Designing structured supply contracts under demand and price uncertainty in an open supply chain," Annals of Operations Research, Springer, vol. 257(1), pages 519-536, October.
    13. Yong Liu & Wenwen Ren & Qian Xu & Zhi-yang Liu, 2022. "Decision analysis of supply chains considering corporate social responsibility and government subsidy under different channel power structures," Annals of Operations Research, Springer, vol. 315(2), pages 1841-1869, August.
    14. Pietro De Giovanni, 2020. "An optimal control model with defective products and goodwill damages," Annals of Operations Research, Springer, vol. 289(2), pages 419-430, June.
    15. Preeker, Tim & De Giovanni, Pietro, 2018. "Coordinating innovation projects with high tech suppliers through contracts," Research Policy, Elsevier, vol. 47(6), pages 1161-1172.

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