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J. Yue, J. Austin, M. Wang and Z. Huang, “Coordination of Cooperative Advertising in a Two-Level Supply Chain When Manufacturer Offers Discount,” European Journal of Operational Research, Vol. 168, No. 1, 2006, pp. 65- 85. doi:10.1016/j.ejor.2004.05.005

has been cited by the following article:

• TITLE: Who Benefits from Altruism in Supply Chain Management?

  AUTHORS: Zehui Ge, Qiying Hu

  KEYWORDS: Supply Chain Management; Coopetition; Altruistic Preference; Advertising/Sales Effort; Pricing

  JOURNAL NAME: American Journal of Operations Research, Vol.2 No.1, March 14, 2012

  ABSTRACT: The significant effect of social preference on strategic behavior has been convinced by recent research. Along this stream of research, we study firms’ altruistic incentives in supply chains since the selfish rationality can’t deal with economic behaviors. We show that the performance of the supply chain in consideration of altruism is between those of scenarios under decentralization and under integration. We further shows that a manufacturer, as a leader, should find an egoistic retailer, while a retailer, as a follower, should find a manufacturer with altruistic liability, to form a good chain.