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“Instrumental rationality” has been proved to be the main obstacle toward the socio-sensitized behaviour in the bargain process. By its turn, sensitized behaviour must be considered in the frame of any “bargain”, between two, taking place inside the Community. That presupposes that the local community builds up a “new local standard,” based on local people’s sensitized instant reflection behaviour. Social trust and social cohesion conditions (sensitization process) within the Community develop the necessity of building social capital at a local level.

The paper explores the Nash’ equilibrium point and the “Non Cooperative Games Theory” for extension of bargaining solution analyses, applied in the local development field. The basic initial assumption of this study is that specific contexts of marketing and promotion planning and decisionmaking in a cooperative level need adjusted bargaining solution analyses. Based on the assumptions of the win-win-win papkonstantinidis model, we present the referee solution in order to be accepted by all three cooperating players and the constraints. In accordance to the research question of the study, the literature review findings allow us to extend the three adjusted utility functions considering the parameters of sales response budgeting method, the break-even sales analysis and the independent variable of the trade promotion goals for the existed level of sales of the marketing channel member. The proposition includes three (3) adjusted utility functions. Based on our previous study (Spais, Papakonstantinidis and Papakonstantinidis, 2009), we propose an extension of the win-win-win papakonstantinidis conceptualization, which may lead us to a more valuable “win-win-win spais-papakonstantinidispapakonstantinidis model”, as an innovative bargaining solution analysis for cases of optimal allocation of a promotion budget in a cooperative sales promotion campaign in vertical marketing channels.

On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels.

Instal the new version for ipod Textify 1.10.4