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The Many-Player Advertising Game

Author

Listed:
  • Gila E. Fruchter

    (Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Haifa 32000, Israel)

Abstract

This study extends the time-variant closed-loop strategy of Fruchter and Kalish (1997) to the n-player advertising game. We demonstrate that solving an n-player game using 2 players results in overadvertising.

Suggested Citation

  • Gila E. Fruchter, 1999. "The Many-Player Advertising Game," Management Science, INFORMS, vol. 45(11), pages 1609-1611, November.
    • Handle: RePEc:inm:ormnsc:v:45:y:1999:i:11:p:1609-1611
    DOI: 10.1287/mnsc.45.11.1609
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    Citations

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    Cited by:

    1. Mingwen Yang & Zhiqiang (Eric) Zheng & Vijay Mookerjee, 2021. "The Race for Online Reputation: Implications for Platforms, Firms, and Consumers," Information Systems Research, INFORMS, vol. 32(4), pages 1262-1280, December.
    2. Martín-Herrán, Guiomar & McQuitty, Shaun & Sigué, Simon Pierre, 2012. "Offensive versus defensive marketing: What is the optimal spending allocation?," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 210-219.
    3. Gary M. Erickson, 2009. "Advertising Competition in a Dynamic Oligopoly with Multiple Brands," Operations Research, INFORMS, vol. 57(5), pages 1106-1113, October.
    4. Dengpan Liu & Subodha Kumar & Vijay S. Mookerjee, 2012. "Advertising Strategies in Electronic Retailing: A Differential Games Approach," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 903-917, September.
    5. Erickson, Gary M., 2009. "An oligopoly model of dynamic advertising competition," European Journal of Operational Research, Elsevier, vol. 197(1), pages 374-388, August.
    6. Dengpan Liu & Yong Tan & Vijay Mookerjee, 2018. "When Ignorance Can Be Bliss: Organizational Structure and Coordination in Electronic Retailing," Information Systems Research, INFORMS, vol. 29(1), pages 70-83, March.
    7. Kurt Helmes & Rainer Schlosser, 2015. "Oligopoly Pricing and Advertising in Isoelastic Adoption Models," Dynamic Games and Applications, Springer, vol. 5(3), pages 334-360, September.
    8. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    9. Fruchter, Gila E. & Messinger, Paul R., 2003. "Optimal management of fringe entry over time," Journal of Economic Dynamics and Control, Elsevier, vol. 28(3), pages 445-466, December.
    10. Prasad A. Naik & Ashutosh Prasad & Suresh P. Sethi, 2008. "Building Brand Awareness in Dynamic Oligopoly Markets," Management Science, INFORMS, vol. 54(1), pages 129-138, January.
    11. Anthony Dukes & Esther Gal–Or, 2003. "Negotiations and Exclusivity Contracts for Advertising," Marketing Science, INFORMS, vol. 22(2), pages 222-245, November.
    12. Gil-Moltó, Maria José & Poyago-Theotoky, Joanna & Rodrigues-Neto, José A. & Zikos, Vasileios, 2020. "Mixed oligopoly, cost-reducing research and development, and privatisation," European Journal of Operational Research, Elsevier, vol. 283(3), pages 1094-1106.
    13. Gorkem Bostanci & Pinar Yildirim & Kinshuk Jerath, 2023. "Negative Advertising and Competitive Positioning," Management Science, INFORMS, vol. 69(4), pages 2361-2382, April.

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