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Long-run Strategic Advertising and Short-run Bertrand Competition

Author

Listed:
  • Reinoud Joosten

    (IEBIS, University of Twente, POB 217, 7500 AE Enschede, The Netherlands)

Abstract

We model and analyze strategic interaction over time in a duopoly. Each period the firms independently and simultaneously take two sequential decisions. First, they decide whether or not to advertise, then they set prices for goods which are imperfect substitutes. Not only the own, but also the other firm's past advertisement efforts affect the current "sales potential" of each firm. How much of this potential materializes as immediate sales, depends on current advertisement decisions. If both firms advertise, "sales potential" turns into demand, otherwise part of it "evaporates" and does not materialize. We determine feasible rewards and equilibria for the limiting average reward criterion. Uniqueness of equilibrium is by no means guaranteed, but Pareto efficiency may serve very well as a refinement criterion for wide ranges of the advertisement costs.

Suggested Citation

  • Reinoud Joosten, 2015. "Long-run Strategic Advertising and Short-run Bertrand Competition," International Game Theory Review (IGTR), World Scientific Publishing Co. Pte. Ltd., vol. 17(02), pages 1-24.
    • Handle: RePEc:wsi:igtrxx:v:17:y:2015:i:02:n:s0219198915400149
    DOI: 10.1142/S0219198915400149
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    References listed on IDEAS

    as
    1. James A. Brander & Richard Harris, 1983. "Anticipated Collusion and Excess Capacity," Working Paper 530, Economics Department, Queen's University.
    2. Reinoud Joosten, 2004. "Strategic Interaction and Externalities: FD-games and pollution," Papers on Economics and Evolution 2004-17, Philipps University Marburg, Department of Geography.
    3. Martin J. Osborne & Ariel Rubinstein, 1994. "A Course in Game Theory," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262650401, December.
    4. Dockner,Engelbert J. & Jorgensen,Steffen & Long,Ngo Van & Sorger,Gerhard, 2000. "Differential Games in Economics and Management Science," Cambridge Books, Cambridge University Press, number 9780521637329, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Advertising; externalities; average rewards; equilibria; 91A10; 91A15; 91A25; 90B60;
    All these keywords.

    JEL classification:

    • B4 - Schools of Economic Thought and Methodology - - Economic Methodology
    • C0 - Mathematical and Quantitative Methods - - General
    • C6 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling
    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D5 - Microeconomics - - General Equilibrium and Disequilibrium
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics

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