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    题名: Channel coordination and transaction cost:A game-theoretic analysis
    作者: 黃志文;Huang, Chih-wen
    贡献者: 淡江大學國際貿易學系暨國際企業研究所
    日期: 2006-04
    上传时间: 2011-10-22 23:51:11 (UTC+8)
    摘要: Traditional research identified equilibrium marketing channel coordination by using a classical demand function, and classical economic theory often ignored transaction costs. This paper develops a transaction cost linear demand function to investigate channel decision marking when transaction costs exist. Game theory is used to compare a non-cooperative equilibrium of a differential game played under Stackelberg strategies. By focusing on the effect of the distributor's transaction costs with respect to the marketing decision variables, especially the transaction cost and profit distribution, a fuller understanding of the entire decision structure is obtained. Some results are surprising, which set up the benchmark comparisons for future work in this area.
    關聯: INDUSTRIAL MARKETING MANAGEMENT 35(2), pp.178-190
    DOI: 10.1016/j.indmarman.2005.03.007
    显示于类别:[國際企業學系暨研究所] 期刊論文

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