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dc.contributor.authorMartín Herrán, Guiomar 
dc.contributor.authorSigué, Simon-Pierre
dc.date.accessioned2022-01-14T18:11:44Z
dc.date.available2022-01-14T18:11:44Z
dc.date.issued2020
dc.identifier.citationInternational Transactions in Operational Research, 2020, vol. 27. p. 958-983es
dc.identifier.issn0969-6016es
dc.identifier.issn1475-3995
dc.identifier.urihttps://uvadoc.uva.es/handle/10324/51424
dc.description.abstractThis paper investigates how two competing manufacturers should invest in defensive and offensive advertising in a two-segment market and whether they should each adopt a decentralized or an integrated channel if their goal is to maximize total channel profits.We find that manufacturers in decentralized channels can exclusively undertake either of the two types of advertising or combine the two at the equilibrium. In integrated channels, they can either combine the two or exclusively undertake defensive advertising. When multiple equilibria exist, strategies that combine both types of advertising should be preferred to exclusive defensive advertising strategies, which are better than exclusive offensive advertising strategies. Also, total channel profits are higher in decentralized channels than in integrated channels when the brands are moderately or highly substitutable. Conversely, total channel profits of integrated channels are higher than those of decentralized channels in areas where the brands are relatively differentiated and the offensive advertising retaliatory capacity of the rival is stronger. Theoretical and managerial implications of these findings are discussed.es
dc.format.mimetypeapplication/pdfes
dc.language.isospaes
dc.publisherWiley
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.titleManufacturer defensive and offensive advertising in competing distribution channelses
dc.typeinfo:eu-repo/semantics/articlees
dc.rights.holder© 2019 The Authors
dc.identifier.doi10.1111/itor.12693es
dc.relation.publisherversionhttps://onlinelibrary.wiley.com/doi/10.1111/itor.12693
dc.identifier.publicationfirstpage958es
dc.identifier.publicationissue2es
dc.identifier.publicationlastpage983es
dc.identifier.publicationtitleInternational Transactions in Operational Researches
dc.identifier.publicationvolume27es
dc.peerreviewedSIes
dc.description.projectGobierno de España (project ECO2017-82227-P)es
dc.description.projectJunta de Castilla y León - Fondo Europeo de Desarrollo Regional (projects VA024P17 and VA105G18)
dc.identifier.essn1475-3995es
dc.type.hasVersioninfo:eu-repo/semantics/draftes


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