Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance

Featured price cuts are a popular tool among brand manufacturers and retailers. However, there is increasing concern about the net sales and revenue gains from these promotions, because retailers and manufacturers may simply be subsidizing consumers who shop around. Thus, the (co-)occurrence of a brand's promotions across retailers has been placed high on the promotion-planning agenda. This article examines the mechanisms underlying out-of-phase...