On modeling the advertising-operations interface under asymmetric competition

Hani I. Mesak, Abdullahel Bari, Michael S. Luehlfing and Fei Han

European Journal of Operational Research, 2015, vol. 240, issue 1, 278-291

Abstract: Using a market share attraction structure of advertising competition and following a supermodular game approach, this article demonstrates for an asymmetric oligopoly, the directional impact of changes in model parameters on the marketing controlled variables of all rivals (advertising budgets) and the operations controlled variables of all rivals (ordered quantities). Importantly, the various changes are examined analytically, empirically and numerically in both non-dominated and dominated asymmetric oligopolies.

Keywords: Advertising endogeneity; Economic order quantity; Market-share attraction models; Sensitivity analysis; Supermodular games (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:240:y:2015:i:1:p:278-291

DOI: 10.1016/j.ejor.2014.07.009

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