کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
880293 1471454 2009 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The profit implications of altruistic versus egoistic orientations for business-to-business exchanges
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The profit implications of altruistic versus egoistic orientations for business-to-business exchanges
چکیده انگلیسی

This study significantly expands upon previous research by Hill and Watkins [Hill, Ronald Paul and Watkins, Alison, (2007), “A Simulation of Moral Behavior within Marketing Exchange Relationships,” Journal of the Academy of Marketing Science, 35 (2), 417–429] involving business-to-business exchanges through the use of a more sophisticated simulation and a different theoretical orientation. Profitability implications for sellers and firms in the context of information sharing and dynamic firm adaptation are explored using q-learning evolutionary models and embedded artificial trading agents in a competitive environment. This method allows buyer agents to react to complex and evolving circumstances based on historical information about seller agents. The results suggest that sellers with more cooperative strategies are more profitable in the long run, especially when firms employ multiple agents.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 26, Issue 1, March 2009, Pages 52–59
نویسندگان
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