New product advertising in dynamic oligopolies

New product advertising in dynamic oligopolies

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Article ID: iaor1993614
Country: Germany
Volume: 36
Start Page Number: 459
End Page Number: 473
Publication Date: Aug 1992
Journal: Mathematical Methods of Operations Research (Heidelberg)
Authors: ,
Keywords: advertising
Abstract:

The success of the introduction of a new product in a market is very sensitive to the marketing decision variables adopted by the firm. In the present paper the authors are concerned with the question of new product advertising a heterogeneous oligopoly market consisting of N firms. A dynamic game is formulated to model strategic as well as sales interactions in such a market. Optimal advertising strategies are identified as open-loop Nash solutions.

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