Manufacturer defensive and offensive advertising in competing distribution channels

Producción Científica

Detalles Bibliográficos
Autores: Martín Herrán, Guiomar, Sigué, Simon-Pierre
Tipo de recurso: artículo
Estado:Versión enviada para evaluación y publicación
Fecha de publicación:2020
País:España
Institución:Universidad de Valladolid
Repositorio:UVaDOC. Repositorio Documental de la Universidad de Valladolid
OAI Identifier:oai:uvadoc.uva.es:10324/51424
Acceso en línea:https://doi.org/10.1111/itor.12693
https://uvadoc.uva.es/handle/10324/51424
Access Level:acceso abierto
Palabra clave:advertising targeting
competition
distribution channel
defensive advertising
offensive advertising
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spelling Manufacturer defensive and offensive advertising in competing distribution channelsMartín Herrán, GuiomarSigué, Simon-Pierreadvertising targetingcompetitiondistribution channeldefensive advertisingoffensive advertisingProducción CientíficaThis 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.Gobierno de España (project ECO2017-82227-P)Junta de Castilla y León - Fondo Europeo de Desarrollo Regional (projects VA024P17 and VA105G18)Wiley2020info:eu-repo/semantics/articleinfo:eu-repo/semantics/submittedVersionapplication/pdfhttps://doi.org/10.1111/itor.12693https://uvadoc.uva.es/handle/10324/51424reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolidinstname:Universidad de ValladolidIngléshttps://onlinelibrary.wiley.com/doi/10.1111/itor.12693info:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by-nc-nd/4.0/Atribución-NoComercial-SinDerivados 4.0 Internacionaloai:uvadoc.uva.es:10324/514242026-06-13T12:44:47Z
dc.title.none.fl_str_mv Manufacturer defensive and offensive advertising in competing distribution channels
title Manufacturer defensive and offensive advertising in competing distribution channels
spellingShingle Manufacturer defensive and offensive advertising in competing distribution channels
Martín Herrán, Guiomar
advertising targeting
competition
distribution channel
defensive advertising
offensive advertising
title_short Manufacturer defensive and offensive advertising in competing distribution channels
title_full Manufacturer defensive and offensive advertising in competing distribution channels
title_fullStr Manufacturer defensive and offensive advertising in competing distribution channels
title_full_unstemmed Manufacturer defensive and offensive advertising in competing distribution channels
title_sort Manufacturer defensive and offensive advertising in competing distribution channels
dc.creator.none.fl_str_mv Martín Herrán, Guiomar
Sigué, Simon-Pierre
author Martín Herrán, Guiomar
author_facet Martín Herrán, Guiomar
Sigué, Simon-Pierre
author_role author
author2 Sigué, Simon-Pierre
author2_role author
dc.subject.none.fl_str_mv advertising targeting
competition
distribution channel
defensive advertising
offensive advertising
topic advertising targeting
competition
distribution channel
defensive advertising
offensive advertising
description Producción Científica
publishDate 2020
dc.date.none.fl_str_mv 2020
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/submittedVersion
format article
status_str submittedVersion
dc.identifier.none.fl_str_mv https://doi.org/10.1111/itor.12693
https://uvadoc.uva.es/handle/10324/51424
url https://doi.org/10.1111/itor.12693
https://uvadoc.uva.es/handle/10324/51424
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv https://onlinelibrary.wiley.com/doi/10.1111/itor.12693
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
https://creativecommons.org/licenses/by-nc-nd/4.0/
Atribución-NoComercial-SinDerivados 4.0 Internacional
eu_rights_str_mv openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-nd/4.0/
Atribución-NoComercial-SinDerivados 4.0 Internacional
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Wiley
publisher.none.fl_str_mv Wiley
dc.source.none.fl_str_mv reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolid
instname:Universidad de Valladolid
instname_str Universidad de Valladolid
reponame_str UVaDOC. Repositorio Documental de la Universidad de Valladolid
collection UVaDOC. Repositorio Documental de la Universidad de Valladolid
repository.name.fl_str_mv
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