 An oligopoly model of dynamic advertising competitionGary M. Erickson European Journal of Operational Research, 2009, vol. 197, issue 1, 374-388 Abstract: An oligopoly model is presented that allows the determination of feedback Nash equilibrium advertising strategies for an oligopoly. Analyses of symmetric and asymmetric oligopolies with the model show that unit contribution and advertising effectiveness have positive effects on a competitor's own advertising and steady-state sales, while discount rate and decay rate have negative effects. An asymmetric analysis further shows that unit contribution and advertising effectiveness affect positively, and discount rate and decay rate negatively, a competitor's rivals' advertising, but have effects in opposite directions regarding rivals' steady-state sales. The symmetric and asymmetric analyses also show that steady-state sales per competitor decline with the number of competitors in the oligopoly, while total oligopoly steady-state sales increase. The model is applied empirically to the triopolistic competition involving Anheuser-Busch, SABMiller, and Molson Coors in the beer industry. Keywords: Marketing; Oligopoly; Differential; game (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:197:y:2009:i:1:p:374-388 Access Statistics for this article European Journal of Operational Research is currently edited by Roman Slowinski, Jesus Artalejo, Jean-Charles. Billaut, Robert Dyson and Lorenzo Peccati More articles in European Journal of Operational Research from Elsevier |
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