Understanding the impact of churn in dynamic oligopoly markets

被引：16

作者：

Prasad, Ashutosh ^{[1
]}

Sethi, Suresh P. ^{[1
]}

Naik, Prasad A. ^{[2
]}

机构：

[1] Univ Texas Dallas, Richardson, TX 75080 USA

[2] Univ Calif Davis, Davis, CA 95616 USA

来源：

AUTOMATICA | 2012年 / 48卷 / 11期

关键词：

Advertising; Churn; Oligopoly; Differential games; Optimization; ADVERTISING STRATEGIES; EMPIRICAL-ANALYSIS; DUOPOLY; GAME; MODELS;

D O I：

10.1016/j.automatica.2012.08.031

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

We incorporate the effects of churn, which refers to customers switching to competing brands, in a dynamic model of advertising for oligopoly markets. Each firm's market share depends not only on its own and competitors' advertising decisions, but also on market churn. Applying differential game theory, we derive a feedback Nash equilibrium under symmetric and asymmetric competition. We obtain explicit solutions and discover the counter-intuitive result that, as market churn increases, firms should decrease advertising rather than increase it to counteract the impact of churn. (c) 2012 Elsevier Ltd. All rights reserved.

引用

页码：2882 / 2887

页数：6

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