How Does “3-D Negotiation” Move Beyond in a Dimension of a Win–Win–Win Approach for Integrated Bargaining Solution Analysis of Vertical Cooperative Advertising Campaigns?

The research aim of this study was to examine the possibility to investigate win–win–win Spais-Papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical advertising campaigns under the prism of the “3-D Negotiation.” First, the author provided some summary points of the critical case of Proctor & Gamble (P&G) and Wal-Mart. Second, the utility functions were extended based on author's previous works and the findings of the critical case study. The author considered a simplified situation where a brand manufacturer and an independent retailer are renegotiating, assuming that the negotiations occur in an incomplete and asymmetric information environment.