An empirical investigation of advertising strategies in a dynamic duopoly
Management Science
Empirical analysis of closed-loop duopoly advertising strategies
Management Science
The Many-Player Advertising Game
Management Science
Communication Strategies and Product Line Design
Marketing Science
Generic and Brand Advertising Strategies in a Dynamic Duopoly
Marketing Science
Building Brand Awareness in Dynamic Oligopoly Markets
Management Science
Optimal Advertising When Envisioning a Product-Harm Crisis
Marketing Science
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A model is developed that allows the derivation of feedback Nash equilibrium advertising strategies for oligopolistic competitors. The model is an extension of a modified Vidale-Wolfe model that incorporates multiple brands per competitor. The resulting expressions of feedback advertising strategies are combined with those for sales dynamics in an empirical model that is applied to the carbonated soft drink market, which involves three primary competitors and five primary brands. The research provides the following contributions: A modification of the Vidale-Wolfe model is extended to allow dynamic analysis of an oligopoly in which the competitors each offer multiple brands.The model extension permits the derivation of a feedback Nash equilibrium.The determination of a feedback Nash equilibrium enhances empirical analysis by allowing an expanded empirical model that includes the explicit modeling of endogenous advertising along with demand relationships.