Strategic advertising: The fat-cat effect and stability

Strategic advertising: The fat-cat effect and stability

We use the theory of social situations (TOSS) to examine the stable advertising behavior and pricing. In contrast to the current literature, we show that the incumbent firm need not maintain a hungry-look by under-investing in advertising expenditure in order to deter entry.

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Mathematical social sciences 2006-03, Vol.51 (2), p.153-161
Hauptverfasser: Beladi, Hamid, Oladi, Reza
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Competition
Economic models
Game theory
Market structure
Market theory
Price competition
Social relations
Theory of social situations
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:We use the theory of social situations (TOSS) to examine the stable advertising behavior and pricing. In contrast to the current literature, we show that the incumbent firm need not maintain a hungry-look by under-investing in advertising expenditure in order to deter entry.
ISSN:0165-4896
1879-3118
DOI:10.1016/j.mathsocsci.2005.08.001