Advertising Competition with Market Expansion for Finite Horizon Firms

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dc.contributor.authorBass, Frank M.en_US
dc.contributor.authorKrishnamoorthy, A.en_US
dc.contributor.authorPrasad, Ashutoshen_US
dc.contributor.authorSethi, Suresh P.en_US
dc.date.accessioned2014-07-08T22:31:23Z
dc.date.available2014-07-08T22:31:23Z
dc.date.created2005-02-01en_US
dc.date.submitted2004-05-01en_US
dc.description.abstractFirms that want to increase the sales of their brands through advertising have the choice of capturing market share from their competitors through brand advertising, or increasing primary demand for the category through generic advertising. In this paper, differential game theory is used to analyze the effects of the two types of advertising decisions made by firms offering a product in a dynamic duopoly. Each firm's sales depend not only on its own and its competitor's brand advertising strategies, but also on the generic advertising expenditures of the two firms. Closed-loop Nash equilibrium solutions are obtained for symmetric and asymmetric competitors in a finite-horizon setting. The analysis for the symmetric case results in explicit solutions, and numerical techniques are employed to solve the problem for asymmetric firms.en_US
dc.identifier.bibliographicCitationBass, F. M., A. Krishnamoorthy, A. Prasad, and S. P. Sethi. 2013. "Advertising competition with market expansion for finite horizon firms." 1(1): 1-19en_US
dc.identifier.issn1547-5816en_US
dc.identifier.issue1en_US
dc.identifier.startpage1en_US
dc.identifier.urihttp://hdl.handle.net/10735.1/3643
dc.identifier.volume1en_US
dc.language.isoenen_US
dc.relation.urihttp://dx.doi.org/10.3934/jimo.2005.1.1en_US
dc.rights©2005 American Institute of Mathematical Sciencesen_US
dc.source.journalJournal of Industrial and Management Optimizationen_US
dc.subjectAdvertising--Brand name productsen_US
dc.subjectDifferential gamesen_US
dc.subjectDynamic duopolyen_US
dc.subjectMarketingen_US
dc.subjectOptimal controlen_US
dc.titleAdvertising Competition with Market Expansion for Finite Horizon Firmsen_US
dc.typetexten_US
dc.type.genrearticleen_US

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