Pure-strategy Nash equilibria in an advertising game with interference

被引：17
|
作者：
Viscolani, Bruno [1 ]
机构：
[1] Univ Padua, Dept Pure & Appl Math, I-35121 Padua, Italy
来源：
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH | 2012年 / 216卷 / 03期
关键词：
Game theory; Marketing; Non-cooperative games; Advertising; Nash equilibrium; Nonsmooth optimization; SUPPLY CHAIN; DIFFERENTIAL GAME; MARKETING CHANNEL; MANUFACTURER; RETAILER; QUALITY; COORDINATION; COMPETITION; MANAGEMENT; GOODWILL;
D O I：
10.1016/j.ejor.2011.08.002
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Two manufacturers produce substitutable goods for a homogeneous market. The advertising efforts of the two manufacturers determine the demand for the goods and interfere negatively with each other. The demand of each good is a piecewise linear function of the product goodwill, and the latter is a linear function of advertising efforts. In a game with two competing profit-maximizing manufacturers who have access to a set of several advertising media, the pure-strategy Nash equilibria are characterized and their existence is shown. (C) 2011 Elsevier B.V. All rights reserved.
引用
收藏
页码：605 / 612
页数：8
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