Feedback Stackelberg equilibrium strategies when the private label competes with the national brand

被引：43

作者：

Amrouche, Nawel ^{[2
]}

Martin-Herran, Guiomar ^{[3
]}

Zaccour, Georges ^{[1
]}

机构：

[1] HEC Montreal, Chair Game Theory & Management, Gerad, Montreal, PQ, Canada

[2] Long Isl Univ, Long Isl City, NY USA

[3] Univ Valladolid, Dept Econ Aplicada Matemat, Valladolid, Spain

来源：

ANNALS OF OPERATIONS RESEARCH | 2008年 / 164卷 / 01期

基金：

加拿大自然科学与工程研究理事会;

关键词：

Marketing channels; Private label; Advertising; Pricing; Differential games; Feedback-Stackelberg equilibrium;

D O I：

10.1007/s10479-008-0320-7

中图分类号：

C93 [管理学]; O22 [运筹学];

学科分类号：

070105 ; 12 ; 1201 ; 1202 ; 120202 ;

摘要：

We consider a noncooperative differential game where a retailer sells her own private label in addition to the manufacturer's brand. We assume that each brand's goodwill evolves according to a modified Nerlove-Arrow dynamics, in such a way that the advertising effort of one brand hurts the competitor's goodwill stock. We characterize Feedback-Stackelberg pricing and advertising strategies and employ simulations to analyze their sensitivity to the main model parameters.

引用

页码：79 / 95

页数：17

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