کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
482362 | 1446212 | 2006 | 13 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Dynamics of competing with quality- and advertising-based goodwill
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
علوم کامپیوتر (عمومی)
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: Dynamics of competing with quality- and advertising-based goodwill Dynamics of competing with quality- and advertising-based goodwill](/preview/png/482362.png)
چکیده انگلیسی
Goodwill formation is a complex process and many factors influence the formation of goodwill of a firm. The implications of advertising enabled goodwill formation are reported in several articles in the research literature. In this paper, we extend this stream of research by including quality in the goodwill formation process. We adopt a dynamic model of competition utilizing a differential game approach and derive expressions for open-loop Markovian Nash equilibrium investments in advertising and quality. The insights gained from the analysis of our model and from the equilibrium solutions are presented in the form of research propositions.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Journal of Operational Research - Volume 175, Issue 1, 16 November 2006, Pages 462–474
Journal: European Journal of Operational Research - Volume 175, Issue 1, 16 November 2006, Pages 462–474
نویسندگان
Anand Nair, Ram Narasimhan,