Forward advertising: A competitive analysis of new product preannouncement

被引：9
|
作者：
Zhang, Jianqiang [1 ]
Liang, Qi [2 ]
Huang, Jian [3 ]
机构：
[1] Jiangsu Normal Univ, Sch Business, Xuzhou 221009, Peoples R China
[2] Sun Yat Sen Univ, Sun Yat Sen Business Sch, Guangzhou 510275, Guangdong, Peoples R China
[3] Nanjing Univ Finance & Econ, Coll Informat Engn, Nanjing 210023, Jiangsu, Peoples R China
来源：
INFORMATION ECONOMICS AND POLICY | 2016年 / 37卷
基金：
中国国家自然科学基金;
关键词：
New product preannouncement; Informative advertising; Mixed pricing; MARKET; BEHAVIOR; ANNOUNCEMENTS; INTRODUCTIONS; CONSEQUENCES; INFORMATION; STRATEGIES; PROVISION; VAPORWARE; OLIGOPOLY;
D O I：
10.1016/j.infoecopol.2016.10.004
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper develops a game-theoretical model wherein duopolistic firms launch a new product and invest in informative advertising. We allow firms to adopt new product preannouncement (NPP), which is a strategy of forward advertising for a future product. The results show that NPP relaxes market competition and that firms with different advertising costs have different incentives to apply NPP. We also allow firms to adopt retaliatory preannouncement as a response to NPP, and find that NPP is always good for the high-cost firm but may be bad for the low-cost firm. We further investigate the welfare effects of NPP, showing that NPP makes customers worse off while has ambiguous effects on total welfare. (C) 2016 Elsevier B.V. All rights reserved.
引用
收藏
页码：3 / 12
页数：10
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