Multiple Messages to Retain Retailers: Signaling New Product Demand

Preyas S. Desai
Preyas S. Desai
[email protected]
Fuqua School of Business, Duke University, Durham, North Carolina 27708-0120
Search for more papers by this author

Preyas S. Desai

[email protected]

Fuqua School of Business, Duke University, Durham, North Carolina 27708-0120

Search for more papers by this author

Published Online:1 Nov 2000https://doi.org/10.1287/mksc.19.4.381.11793

Supplemental Material

mksc.19.4.381.11793-sm-multiple_messages_to_retain_retailers.pdf (166 KB)

Cited by
- Competing With Copycats in Reward‐Based Crowdfunding
  16 October 2025 | Naval Research Logistics (NRL), Vol. 73, No. 4
- Cost‐sharing contracts and wholesale price signaling: enhancing profitability and financing access for small and medium‐sized resellers
  18 May 2026 | International Transactions in Operational Research, Vol. 17
- What Do Trade Allowances Look Like? Evidence from Actual Payments to a Big-Box Retailer
  Andrés Elberg,
  Carlos Noton
  24 December 2025 | Management Science, Vol. 0, No. 0
- Monetizing Steering
  16 December 2025 | Journal of Political Economy Microeconomics, Vol. 86
- Marketing and Channels of Distribution
- Managing Channel Profits with Positive Demand Externalities
  Long Gao,
  Dawei Jian,
  Mehmet Gumus,
  Birendra K. Mishra
  31 January 2025 | Management Science, Vol. 71, No. 10
- Exploring coordination strategies for sustainable development: Addressing information challenges in waste resourcization
  Waste Management, Vol. 200
- Contracting and advertising for e-commerce platforms with private-effectiveness information
  Transportation Research Part E: Logistics and Transportation Review, Vol. 192
- Effectiveness of environmental regulations: firm’s decisions and welfare implications
  6 March 2024 | Journal of the Operational Research Society, Vol. 75, No. 12
- Financing an online newsvendor with considering the impact of advertising strategy
  5 March 2024 | International Journal of Production Research, Vol. 62, No. 19
- Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels
  Fei Long,
  Wilfred Amaldoss
  29 March 2024 | Marketing Science, Vol. 43, No. 5
- Can Merchants Benefit from Entry by (Amazon-Like) Platform if Multiagent Prices Signal Quality?
  Ye Qiu,
  Ram C. Rao
  8 December 2023 | Marketing Science, Vol. 43, No. 4
- Retail Category Management with Slotting Fees
  Yasin Alan,
  Mümin Kurtuluş,
  Alper Nakkas
  6 March 2024 | Manufacturing & Service Operations Management, Vol. 26, No. 3
- To share or not to share: the optimal advertising effort with asymmetric advertising effectiveness
  9 July 2020 | Annals of Operations Research, Vol. 329, No. 1-2
- Should the fox guard the henhouse? Category captainship arrangement as a strategic information transmission mechanism
  1 October 2023 | Production and Operations Management, Vol. 32, No. 10
- Value of information with manufacturer encroachment
  1 March 2023 | Production and Operations Management, Vol. 32, No. 3
- The roles of cooperative advertising and endogenous online price discount in a dual-channel supply chain
  Computers & Industrial Engineering, Vol. 176
- To reduce waste, have it repaired! The quality signaling effect of product repairability
  Journal of Business Research, Vol. 156
- Impact of Social Learning on Consumer Subsidies and Supplier Capacity for Green Technology Adoption
  1 January 2023 | SSRN Electronic Journal, Vol. 23
- The Role of Royalty Fee in NFT Markets
  1 January 2023 | SSRN Electronic Journal, Vol. 84
- Retail Media at Online Platforms as Resellers or Marketplaces
  1 January 2023 | SSRN Electronic Journal, Vol. 34
- Social Media Publicity and New Product Entry Via Local Entrepreneurs
  1 January 2023 | SSRN Electronic Journal, Vol. 7
- Vertical Contracts with Endogenous Product Selection: An Empirical Analysis of Vendor Allowance Contracts
  Journal of Political Economy, Vol. 130, No. 12
- Slotting Fees and Price Discrimination in Retail Channels
  Sreya Kolay,
  Greg Shaffer
  2 August 2022 | Marketing Science, Vol. 41, No. 6
- Self-Preferencing in E-commerce Marketplaces: The Role of Sponsored Advertising and Private Labels
  SSRN Electronic Journal, Vol. 62
- Predicting Under- and Overperforming SKUs within the Distribution–Market Share Relationship
  Journal of Retailing, Vol. 97, No. 4
- Dynamic Pricing and Price Commitment of New Experience Goods
  1 August 2021 | Production and Operations Management, Vol. 30, No. 8
- New Product Introduction and Slotting Fees*
  11 July 2021 | The Journal of Industrial Economics, Vol. 69, No. 2
- The value of trade credit under risk controls
  6 March 2020 | International Journal of Production Research, Vol. 59, No. 8
- The impact of quantity-based cost decline on supplier encroachment
  Transportation Research Part E: Logistics and Transportation Review, Vol. 147
- Dual‐Channel Distribution: The Case for Cost Information Asymmetry
  1 February 2021 | Production and Operations Management, Vol. 30, No. 2
- The Informational Role of Buyback Contracts
  Shouqiang Wang,
  Haresh Gurnani,
  Upender Subramanian
  7 April 2020 | Management Science, Vol. 67, No. 1
- Vertical Integration and Bargaining: Linear vs Two-part tariffs
  SSRN Electronic Journal, Vol. 145
- Who Beneﬁts from Platform Entry if Multi-Agent Prices Signal Product Quality?
  SSRN Electronic Journal, Vol. 20
- Quality and Pricing Decisions for Reward-based Crowdfunding: Effects of Moral Hazard
  SSRN Electronic Journal, Vol. 14
- Product Fit Uncertainty and Information Provision in a Distribution Channel
  1 October 2020 | Production and Operations Management, Vol. 29, No. 10
- Can incomplete information lead to better social outcomes?
  24 January 2020 | Managerial and Decision Economics, Vol. 41, No. 5
- Quality disclosure in the presence of strategic consumers
  Journal of Retailing and Consumer Services, Vol. 55
- Reducing information asymmetry in the auctioning of non-perishable experience goods: The case of online wine auctions
  Journal of Retailing and Consumer Services, Vol. 54
- Vertical collusion
  5 March 2020 | The RAND Journal of Economics, Vol. 51, No. 1
- Signaling Production Quality for Reward-based Crowdfunding under Competition
  SSRN Electronic Journal, Vol. 14
- Reverse Information Sharing: Reducing Costs in Supply Chains with Yield Uncertainty
  SSRN Electronic Journal, Vol. 52
- Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?
  2 May 2019 | Journal of Marketing, Vol. 83, No. 4
- The Role of Market Evolution in Channel Contracting
  Long Gao,
  Birendra K. Mishra
  4 February 2019 | Management Science, Vol. 65, No. 5
- Herding in the consumption and purchase of digital goods and moderators of the herding bias
  4 December 2018 | Journal of the Academy of Marketing Science, Vol. 47, No. 3
- What Drives Trade Allowances? New Evidence from Actual Payments to a Big-Box Retailer
  SSRN Electronic Journal, Vol. 81
- Vertical Contracts with Endogenous Product Selection: An Empirical Analysis of Vendor-Allowance Contracts
  SSRN Electronic Journal, Vol. 104
- A Sustainability Analysis on Retailer’s Sales Effort in A Closed-Loop Supply Chain
  20 December 2018 | Sustainability, Vol. 11, No. 1
- Quality signaling via strikethrough prices
  International Journal of Research in Marketing, Vol. 35, No. 3
- Evaluating the Impact of Advertising on Sales and Profitability in The Apparel Industry
- Product cannibalization and the effect of a service strategy
  17 December 2017 | Journal of the Operational Research Society, Vol. 69, No. 3
- Strategic Information Transmission in Peer-to-Peer Lending Markets
  1 March 2018 | Journal of Marketing, Vol. 82, No. 2
- Information Sharing, Advice Provision, or Delegation: What Leads to Higher Trust and Trustworthiness?
  Özalp Özer,
  Upender Subramanian,
  Yu Wang
  23 January 2017 | Management Science, Vol. 64, No. 1
- Slotting Allowances, the Effect of
  1 May 2018
- Slotting Allowances, the Effect of
  11 October 2017
- The Role of Market Evolution in Channel Contracting
  SSRN Electronic Journal, Vol. 14
- The Informational Content of Buyback Contracts
  SSRN Electronic Journal, Vol. 35
- Merchant and Platform: Pricing Strategy and Product Entry
  SSRN Electronic Journal, Vol. 20
- Is Early Product Release Preannouncement a Signal for High Product Quality?
  SSRN Electronic Journal, Vol. 44
- Advertising games on national brand and store brand in a dual-channel supply chain
  Journal of Industrial & Management Optimization, Vol. 14, No. 1
- Pricing and advertising the relief goods under various information sharing scenarios
  30 November 2015 | International Transactions in Operational Research, Vol. 24, No. 4
- Signaling Low Margin Through Assortment
  Dmitri Kuksov,
  Yuanfang Lin
  22 March 2016 | Management Science, Vol. 63, No. 4
- Crowdfunding as a Marketing Tool
  SSRN Electronic Journal, Vol. 14
- Effect of Consumer Awareness on Corporate Social Responsibility under Asymmetric Information
  SSRN Electronic Journal, Vol. 42
- Leveraging Experienced Consumers to Attract New Consumers: An Equilibrium Analysis of Displaying Deal Sales by Daily Deal Websites
  Upender Subramanian,
  Ram C. Rao
  3 March 2016 | Management Science, Vol. 62, No. 12
- Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry
  11 July 2015 | Marketing Letters, Vol. 27, No. 4
- New Product Design under Channel Acceptance: Brick‐and‐Mortar, Online‐Exclusive, or Brick‐and‐Click
  1 December 2016 | Production and Operations Management, Vol. 25, No. 12
- Signaling through Price and Quality to Consumers with Fairness Concerns
  1 December 2016 | Journal of Marketing Research, Vol. 53, No. 6
- Deadlines in Product Development
  Juanjuan Zhang
  4 April 2016 | Management Science, Vol. 62, No. 11
- A comparison of simple two-part supply chain contracts
  International Journal of Production Economics, Vol. 180
- To Share or Not to Share: Demand Forecast Sharing in a Distribution Channel
  Baojun Jiang,
  Lin Tian,
  Yifan Xu,
  Fuqiang Zhang
  13 May 2016 | Marketing Science, Vol. 35, No. 5
- Small retailer’s new product acceptance in emerging market: a grounded theory approach
  Asia Pacific Journal of Marketing and Logistics, Vol. 28, No. 3
- The strategic use of early bird discounts for dealers
  2 June 2016 | Quantitative Marketing and Economics, Vol. 14, No. 2
- Slotting Allowances, the Effect of
  5 July 2016
- Dynamic Pricing of Experience Goods in Markets with Demand Uncertainty
  SSRN Electronic Journal, Vol. 58
- Do False Financial Statements Distort Peer Firms' Decisions?
  1 March 2015 | The Accounting Review, Vol. 91, No. 1
- The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions
  Journal of Retailing, Vol. 91, No. 4
- The implication of capacity reservation contracts in assembly system with asymmetric demand information
  29 April 2015 | International Journal of Production Research, Vol. 53, No. 18
- High Price Strategy and Quality Signalling
  2 November 2014 | Japanese Economic Review, Vol. 66, No. 3
- Hierarchical quality disclosure in a supply chain with cost heterogeneity
  Decision Support Systems, Vol. 76
- Slotting Allowances in China: Perspectives of a Large Manufacturer Versus a Large Retailer in the China Grocery Market
  14 January 2015 | Journal of Marketing Channels, Vol. 22, No. 1
- Signaling through Craftmanship: Managerial and Strategic Implications
- The Impact of Contracts and Competition on Upstream Innovation in a Supply Chain
  1 January 2015 | Production and Operations Management, Vol. 24, No. 1
- Signaling Through Price and Quality to Consumers with Fairness Concerns
  SSRN Electronic Journal, Vol. 51
- Information Sharing, Advice Provision or Delegation: What Leads to Higher Trust in a Distribution Channel?
  SSRN Electronic Journal, Vol. 105
- Dynamic Pricing and Price Commitment in Experience Good Markets
  SSRN Electronic Journal, Vol. 10
- Dynamic Downstream Collusion with Secret Vertical Contracts
  SSRN Electronic Journal, Vol. 104
- Factors affecting application developers’ loyalty to mobile platforms
  Computers in Human Behavior, Vol. 40
- Signaling Through Pricing by Service Providers with Social Preferences
  Baojun Jiang,
  Jian Ni,
  Kannan Srinivasan
  7 April 2014 | Marketing Science, Vol. 33, No. 5
- Looking beyond the Horizon: How to Approach the Customers’ Customers in Business-to-Business Markets
  1 September 2014 | Journal of Marketing, Vol. 78, No. 5
- Motivating a Supplier to Test Product Quality
  4 June 2014 | The Journal of Industrial Economics, Vol. 62, No. 2
- Slotting Fees for Organic Retail Products: Evidence From a Survey of U.S. Food Retailers
  31 January 2014 | Journal of International Food & Agribusiness Marketing, Vol. 26, No. 1
- To Share or Not to Share: Demand Forecast Sharing in a Distribution Channel
  SSRN Electronic Journal, Vol. 33
- Relational Contracts, Growth Options, and Heterogeneous Beliefs: A Game-Theoretic Perspective on Information Technology Outsourcing
  7 December 2014 | Journal of Management Information Systems, Vol. 31, No. 2
- Does private-label production by national-brand manufacturers create discounter goodwill?
  International Journal of Research in Marketing, Vol. 30, No. 4
- Firms’ Strategic Response to Service Uncertainty: An Empirical Signaling Study
  1 August 2013 | Australasian Marketing Journal, Vol. 21, No. 3
- Periodicity of pricing and marketing efforts in a distribution channel
  European Journal of Operational Research, Vol. 228, No. 3
- Consumer Fit Search, Retailer Shelf Layout, and Channel Interaction
  Zheyin (Jane) Gu,
  Yunchuan Liu,
  8 April 2013 | Marketing Science, Vol. 32, No. 4
- Making Sense of Nonbinding Retail-Price Recommendations
  American Economic Review, Vol. 103, No. 1
- A Model of the “It” Products in Fashion
  Dmitri Kuksov,
  Kangkang Wang,
  5 November 2012 | Marketing Science, Vol. 32, No. 1
- Early Bird Discounts and Dealer Services
  SSRN Electronic Journal, Vol. 52
- On the Value Relevance of Retailer Advertising Spending and Same-store Sales Growth
  Journal of Retailing, Vol. 88, No. 4
- Competition in a Status Goods Market
  1 October 2012 | Journal of Marketing Research, Vol. 49, No. 5
- Slotting allowances: a time series analysis of aggregate effects over three decades
  14 June 2011 | Journal of the Academy of Marketing Science, Vol. 40, No. 5
- Manufacturer–Retailer Negotiations in the Presence of an Oligopolistic Input Market
  1 May 2012 | Production and Operations Management, Vol. 21, No. 3
- Strategic information sharing between competing retailers in a supply chain with endogenous wholesale price
  International Journal of Production Economics, Vol. 136, No. 2
- The Strategic Impact of References in Business Markets
  David Godes,
  1 March 2012 | Marketing Science, Vol. 31, No. 2
- Recommendation Networks and the Long Tail of Electronic Commerce1
  1 March 2012 | MIS Quarterly, Vol. 36, No. 1
- Retailers' new product acceptance decisions: incorporating the buyer‐supplier relationship perspective
  Journal of Business & Industrial Marketing, Vol. 27, No. 2
- Deadlines in Product Development
  SSRN Electronic Journal, Vol. 24
- Quantitative Models in Supply Chain Management
- Exogenous Learning, Seller-Induced Learning, and Marketing of Durable Goods
  Bing Jing,
  3 June 2011 | Management Science, Vol. 57, No. 10
- Firm Strategies in the “Mid Tail” of Platform-Based Retailing
  Baojun Jiang,
  Kinshuk Jerath,
  Kannan Srinivasan,
  15 July 2011 | Marketing Science, Vol. 30, No. 5
- Hybrid Advertising Auctions
  Yi Zhu,
  Kenneth C. Wilbur,
  21 January 2011 | Marketing Science, Vol. 30, No. 2
- Making Sense of Non-Binding Retail-Price Recommendations
  SSRN Electronic Journal, Vol. 39
- Signaling Effects of Daily Deal Promotions
  SSRN Electronic Journal, Vol. 81
- The Effects of Information Transparency on Suppliers, Manufacturers, and Consumers in Online Markets
  Zach Zhizhong Zhou,
  Kevin Xiaoguo Zhu,
  29 July 2010 | Marketing Science, Vol. 29, No. 6
- Failure fee under stochastic demand and information asymmetry
  International Journal of Production Economics, Vol. 128, No. 1
- Slotting Allowances and Scarce Shelf Space
  28 September 2010 | Journal of Economics & Management Strategy, Vol. 19, No. 3
- The Sound of Silence: Observational Learning in the U.S. Kidney Market
  Juanjuan Zhang,
  23 July 2009 | Marketing Science, Vol. 29, No. 2
- Forward Buying by Retailers
  1 February 2010 | Journal of Marketing Research, Vol. 47, No. 1
- Recommendation Networks and the Long Tail of Electronic Commerce
  SSRN Electronic Journal, Vol. 106
- Hybrid Advertising Auctions
  SSRN Electronic Journal, Vol. 99
- Firm Strategies in the 'Mid Tail' of Platform-Based Retailing
  SSRN Electronic Journal, Vol. 45
- Playoff payoff: Super Bowl advertising for movies
  International Journal of Research in Marketing, Vol. 26, No. 3
- Price-Dependent Profit Sharing as a Channel Coordination Device
  Øystein Foros,
  Kåre P. Hagen,
  Hans Jarle Kind,
  1 June 2009 | Management Science, Vol. 55, No. 8
- Information transmission in launching a new private label product
  6 March 2009 | Journal of Systems Science and Systems Engineering, Vol. 18, No. 1
- Internet Auction Features as Quality Signals
  1 January 2009 | Journal of Marketing, Vol. 73, No. 1
- Price-Dependent Profit-Sharing as a Channel Coordination Device
  SSRN Electronic Journal, Vol. 51
- Do Slotting Allowances Harm Retail Competition?*
  21 July 2008 | The Scandinavian Journal of Economics, Vol. 110, No. 2
- Research Note—Optimal Mechanism for Selling a Set of Commonly Ranked Objects
  Juan Feng,
  24 March 2008 | Marketing Science, Vol. 27, No. 3
- Research Note—Vertical Information Sharing in a Volatile Market
  Chuan He,
  Johan Marklund,
  Thomas Vossen,
  1 May 2008 | Marketing Science, Vol. 27, No. 3
- Signaling Quality Through Specialization
  Ajay Kalra,
  Shibo Li,
  1 March 2008 | Marketing Science, Vol. 27, No. 2
- Auctioning Supply Contracts
  Fangruo Chen,
  1 October 2007 | Management Science, Vol. 53, No. 10
- Slotting allowances in China: Theory development and regulation formulation strategy
  Frontiers of Business Research in China, Vol. 1, No. 4
- (Noisy) communication
  5 August 2007 | Quantitative Marketing and Economics, Vol. 5, No. 3
- Research Note—The Effects of Costs and Competition on Slotting Allowances
  Dmitri Kuksov,
  Amit Pazgal,
  1 March 2007 | Marketing Science, Vol. 26, No. 2
- New Product Development Under Channel Acceptance
  Lan Luo,
  P. K. Kannan,
  Brian T. Ratchford,
  1 March 2007 | Marketing Science, Vol. 26, No. 2
- Follow the leader? Adoption behavior in food retailers' decision to offer fresh irradiated ground beef
  23 October 2006 | Agribusiness, Vol. 22, No. 4
- Could co-op advertising be a manufacturer's counterstrategy to store brands?
  Journal of Business Research, Vol. 59, No. 9
- A Multifirm Analysis of Slotting Fees
  1 September 2006 | Journal of Public Policy & Marketing, Vol. 25, No. 2
- Resale price maintenance contracts with retailer sales effort: Effect of flexibility and competition
  31 March 2006 | Naval Research Logistics (NRL), Vol. 53, No. 5
- Do Slotting Allowances Enhance Efficiency or Hinder Competition?
  1 May 2006 | Journal of Marketing Research, Vol. 43, No. 2
- Cheap Talk and Bogus Network Externalities in the Emerging Technology Market
  Xiaotong Li,
  1 November 2005 | Marketing Science, Vol. 24, No. 4
- Renting Goodwill in International Marketing Channels: An Analysis of Pricing Strategies and Bargaining Power
  12 August 2005 | Atlantic Economic Journal, Vol. 33, No. 3
- The Making of a “Hot Product”: A Signaling Explanation of Marketers’ Scarcity Strategy
  Axel Stock,
  Subramanian Balachander,
  1 August 2005 | Management Science, Vol. 51, No. 8
- Antitrust Analysis of Exclusionary Arrangements Involving Slotting Allowances and Fees: Issues and Insights
  SSRN Electronic Journal, Vol. 5
- Advertising in a Distribution Channel
  Greg Shaffer,
  Florian Zettelmeyer,
  1 November 2004 | Marketing Science, Vol. 23, No. 4
- Consumer Learning, Brand Loyalty, and Competition
  J. Miguel Villas-Boas,
  1 February 2004 | Marketing Science, Vol. 23, No. 1
- Slotting Allowances: An Empirical Investigation
  SSRN Electronic Journal, Vol. 64
- The Price of Launching a New Product: Empirical Evidence on Factors Affecting the Relative Magnitude of Slotting Allowances
  Akshay R. Rao,
  Humaira Mahi,
  1 May 2003 | Marketing Science, Vol. 22, No. 2

Volume 19, Issue 4

November 2000

Pages 297-398

Article Information

Supplemental Material

Metrics

Information

Received:August 24, 1998
Published Online:November 01, 2000

Cite as

Preyas S. Desai, (2000) Multiple Messages to Retain Retailers: Signaling New Product Demand. Marketing Science 19(4):381-389.

https://doi.org/10.1287/mksc.19.4.381.11793

Keywords

PDF download

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Multiple Messages to Retain Retailers: Signaling New Product Demand

Supplemental Material

Volume 19, Issue 4

Article Information

Supplemental Material

Metrics

Information

Cite as

Keywords

Sign Up for INFORMS Publications Updates and News