Advertising Competition in a Dynamic Oligopoly with Multiple Brands

A model is developed that allows the derivation of feedback Nash equilibrium advertising strategies for oligopolistic competitors. The model is an extension of a modified Vidale-Wolfe model that incorporates multiple brands per competitor. The resulting expressions of feedback advertising strategies...

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Veröffentlicht in:	Operations research 2009-09, Vol.57 (5), p.1106-1113
1. Verfasser:	Erickson, Gary M
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising advertising competition Advertising research Applied sciences Brand name products Brands Competition Diet differential game Discount rates Duopolies Duopoly Dynamic modeling Economic competition empirical application Equilibrium Exact sciences and technology Feedback feedback Nash equilibrium Firm modelling Game theory Literature reviews Market positioning Market shares Marketing Modeling Nash equilibrium Oligopolies Oligopoly Operational research and scientific management Operational research. Management science Operations research Product lines Soft drink industry Soft drinks Studies
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Beschreibung
Zusammenfassung:	A model is developed that allows the derivation of feedback Nash equilibrium advertising strategies for oligopolistic competitors. The model is an extension of a modified Vidale-Wolfe model that incorporates multiple brands per competitor. The resulting expressions of feedback advertising strategies are combined with those for sales dynamics in an empirical model that is applied to the carbonated soft drink market, which involves three primary competitors and five primary brands. The research provides the following contributions:
ISSN:	0030-364X 1526-5463
DOI:	10.1287/opre.1080.0663