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LISS 2012 pp 195–201Cite as

Channel Selection and Co-op Advertising in Ecommerce Age

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Abstract

The focus of this paper is channel selection and co-op advertising strategies in Ecommerce Age. We use Stackelberg game to develop two co-op advertising models under different channels. Then we compare the two models to select optimal channel and co-op advertising strategies. Furthermore, we analyze the impact of product web-fit on optimal strategies and illustrate by some numeral examples. Based on our results, we provide some significant and managerial insights, and derive some probable paths of future research.

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Author information

Authors and Affiliations

  1. Department of Management Science and Engineering, Business School, Central South University, Changsha, 410083, People’s Republic of China

    Yongmei Liu & Yuhua Sun

Authors
  1. Yongmei Liu
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  2. Yuhua Sun
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Corresponding author

Correspondence to Yongmei Liu .

Editor information

Editors and Affiliations

  1. Beijing Jiaotong University, Beijing, 100044, China, People's Republic

    Zhenji Zhang

  2. , Department of information Management, Beijing Jiaotong University, 3 Shangyuancun, Xizhimenwai, Beijing, 100044, China, People's Republic

    Runtong Zhang

  3. , School of Economics and Management, Beijing Jiaotong University, Haidian District, Beijing, 100044, China, People's Republic

    Juliang Zhang

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© 2013 Springer-Verlag Berlin Heidelberg

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Liu, Y., Sun, Y. (2013). Channel Selection and Co-op Advertising in Ecommerce Age. In: Zhang, Z., Zhang, R., Zhang, J. (eds) LISS 2012. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-32054-5_29

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