MARK-OPT — A negotiating tool for manufacturers and retailers

Studies on parametric sensitivity and coalition forming in a marketing decision-support system are described. The case considered involves two manufacturers selling a product to two retailers. In addition, the system is extended to the case of N manufacturers and M retailers, and representative simulation studies are given for various combinations of manufacturers and retailers who may have multiple products. A brief description is given of the MARK-OPT negotiating programs.