This paper reviews articles on cooperative advertising, a topic which has gained substantial
interest in the recent years. Thereby, we first briefly distinguish five different definitions of …

To increase the sales of their products through advertising, firms must integrate their brand-
advertising strategy for capturing market share from competitors and their generic …

This study investigates the effects of direct marketing communications and mass marketing
communications on the adoption timing of a new e-service among existing customers. The …

We investigate the impact of rivals' product innovation and new advertising on a firm's
financial market value in mature product markets. Our test bed is the carbonated soft drink …

Enterprise captures market share from competitors through brand advertising and increases
consumer demand for this category of products through general advertising. In this paper …

Using life‐cycle assessment–based methods, products can be differentiated by the
environmental performance/impact during their manufacturing and use life‐cycle stages …

This study aims to investigate the impact of privatization on the degree of cooperation and
competition in a mixed duopoly market. In this market, one semipublic firm and one private …

The authors examine the dynamic effects of category-and brand-level advertising for a new
pharmaceutical in a market in which regulations require that the content of these two types of …

Consumers cannot purchase a prescription drug without a prescription from a physician, yet
many prescription drugs are promoted to consumers with the help of direct-to-consumer …

In this paper, we investigate the consequences of using outcome-based versus ex ante-
based cost-sharing mechanisms in terms of competing firms' profitability and total welfare …