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oai:uvadoc.uva.es:10324/511432025-01-21T12:03:55Zcom_10324_1146com_10324_931com_10324_894com_10324_32197com_10324_952col_10324_1262col_10324_32199

00925njm 22002777a 4500 dc Karray, Salma author Martín Herrán, Guiomar author 2021 This paper investigates the impact of decision timing for pricing and marketing efforts in a supply chain led by competing manufacturers. We develop and solve six games to consider the scenarios (games) where prices and marketing efforts (ME) are decided simultaneously, and when they are not (i.e., ME is set either before or after prices). We examine these three scenarios for the benchmark case of a bilateral monopolistic channel, then extend the analysis to a supply chain with competing manufacturers. We identify the optimal decision timing by comparing equilibrium profits and strategies across games in each supply chain setup. We find that a monopolistic manufacturer always prefers that prices and ME be decided simultaneously. However, this result does not hold when product competition is taken into account. The optimal decision timing for competing manufacturers depends on the retailer's and manufacturers' ME effectiveness levels as well as on competition intensity. Specifically, when ME are not very effective, a simultaneous decision scenario is preferred because it provides the advantage of higher profit margins or sales. However, for highly effective ME, manufacturers prefer to decouple ME and pricing decisions. The retailer's optimal scenario is either to make all decisions simultaneously or to choose prices prior to ME. This means that supply chain firms can face conflict due to the decision timing for prices and ME. International Transactions in Operational Research, 2024, vol. 31, n. 1, p. 568-615 0969-6016 https://uvadoc.uva.es/handle/10324/51143 10.1111/itor.13094 International Transactions in Operational Research 1475-3995 The effects of decision timing for pricing and marketing efforts in a supply chain with competing manufacturers