Dynamics of competing with quality- and advertising-based goodwill

被引：112

作者：

Nair, Anand ^{[1
]}

Narasimhan, Ram

机构：

[1] Univ S Carolina, Moore Sch Business, Dept Management Sci, Columbia, SC 29208 USA

[2] Michigan State Univ, Dept Mkt & Supply Chain Management, Eli Broad Grad Sch Management, E Lansing, MI 48824 USA

来源：

EUROPEAN JOURNAL OF OPERATIONAL RESEARCH | 2006年 / 175卷 / 01期

关键词：

quality; advertising; investments; goodwill; differential game; STRATEGIES; MODEL;

D O I：

10.1016/j.ejor.2005.05.015

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

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. (c) 2005 Elsevier B.V. All rights reserved.

引用

页码：462 / 474

页数：13

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