Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
482362 | European Journal of Operational Research | 2006 | 13 Pages |
Abstract
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.
Related Topics
Physical Sciences and Engineering
Computer Science
Computer Science (General)
Authors
Anand Nair, Ram Narasimhan,