Abstract：This study constructs a game-theoretic supply chain model consisting of a brand and a retailer to analyzing how the retailer optimizes decision-making through information sharing to achieve mutual benefits when confronted with the brand’s potential in-depth marketing activities. Key findings reveal that the retailer’s sharing of high (low) market-type information incentivizes (deters) the brand’s marketing investments. The positive effect of information sharing can only dominate when the brand possesses marketing capabilities and its operational costs remain within a moderate range. When these criteria are unmet, the brand systematically avoids marketing activities, rendering information concealment strategically advantageous for the retailer. Furthermore, the brand initiates marketing investments exclusively when the shared information indicates sufficiently high market potential.
