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Author: Sheng C. Hu
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 32
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Book Description
Author: Sheng C. Hu
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 32
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Book Description
Author: Sheng C. Hu
Publisher:
ISBN:
Category :
Languages : en
Pages : 60
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Book Description
Author: Manak Gupta
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
The problem of optimal joint pricing and advertising decision making for a new product facing potential competitive entry has received inadequate attention. We propose a model that attempts to find the optimal price - advertising frontier in the face of potential competitive entry that maximizes total discounted profits for pre- and post-entry periods. We find that a firm would charge the price that equates price elasticity to marginal revenue product of advertising (as predicted by [Dorfman, R. and Steiner, P.O. (1954), Optimal Advertising and Optimal Quality, American Economic Review, 44(5), 826-836.]) only when the potential effects of pricing and advertising on its market share are not considered. Under optimal conditions, aware that market share is subject to erosion, the firm charges a somewhat lower price than the profit maximizing price, and sets an advertisement expense that is somewhat higher than the profit-maximizing advertising level as predicted by Cournot's monopolistic setting. We illustrate the applicability of our model using business product examples taken from several industries including operating systems, software, pharmaceutical, and telephone switching. Directions for future research with implications for B2B managers (for example, the possible effects of preannouncement to forestall competitive entry) are discussed.
Author: Marc Nerlove
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 80
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Book Description
Optimal advertising and price policies are derived for the individual firm under conditions of imperfect competition. The model is simplified in the sense that it allows jump policies, which imply an infinite rate of current advertising expenditure, in the initial period. It has the advantage of considering contraction as well as expansion policies. When no factors operate to shift the demand function independently of the firm's actions, the optimal price and advertising policies are shown to be stationary after a certain point. The concept of good will, a stock related to th flow of current advertising expenditures, is introduced. Analysis of the special case in which demand is linear in logarithms and total cost is linear leads to more specific conclusions. We show that the optimal stationary solution implies a constant ratio of advertising to sales. Even in the nonstationary case, in which other factors operate to shift the demand function, the same result is obtained when these factors are assumed to change at a constant proportional rate. This result is supported by some evidence on the actual behavior of firms. (Author).
Author: Anand Krishnamoorthy
Publisher:
ISBN:
Category :
Languages : en
Pages : 33
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Book Description
This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to analyze two different demand specifications - linear demand and isoelastic demand - for symmetric and asymmetric competitors. We find that the optimal price is constant and does not vary with cumulative sales, while the optimal advertising is decreasing with cumulative sales. Comparative statics for the results are presented.
Author: Gordon M. Phillips
Publisher: DIANE Publishing
ISBN: 9781568069142
Category : Business & Economics
Languages : en
Pages : 62
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Book Description
Tests whether capital structure influences product market competition between firms that have sharply increased the debt in their capital structure.
Author: Yakir Plessner
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Author: DIANE Publishing Company
Publisher: DIANE Publishing
ISBN: 0788106856
Category :
Languages : en
Pages : 47
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A review of available information, studies, and evaluations to determine the kinds of multiservice, school-linked approaches focused on school-age population and their families; the relative strengths and weaknesses of these approaches; and the circumstances under which each appears most appropriate. Identifies the problems and barriers encountered when using the school as a hub for delivering services, and much more. Charts and tables.
Author:
Publisher: DIANE Publishing
ISBN: 9781568066820
Category :
Languages : en
Pages : 32
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Book Description
Reviews the evolution of strategic alliances involving U.S. and Japanese companies in the semiconductor industry, and analyzes whether alliances can contribute to the renewal of an industry faced with stiff competition from Japan. Provides an overview of the changing nature of technology linkages in this important industry.
Author:
Publisher:
ISBN:
Category : Economic research
Languages : en
Pages : 606
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