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.

This resource is not available online.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.