Working Papers

Managing Retailer Cooperation with Manufacturer-Sponsored Promotions: An Empirical Examination

Jan B. Heide and John P. Murry, Jr.

Jan 1, 1997

Examines the influence of four factors on retailers’ cooperation with manufacturer-sponsored point-of-purchase displays: strength of interpersonal relationship between manufacturer and retailer personnel, incentive premiums, use of performance-based payment method, and manufacturers’ monitoring of retail compliance.

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