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| Author: | Marks, U. G. Albers, S. |
| Title: | Experiments in competitive product positioning: actual behavior compared to Nash solutions |
| Journal: | Schmalenbach Business Review
2001 : JUL, VOL. 53:3, p. 150-174 |
| Index terms: | Competitive advantage Games Marketing management Products Decision theory |
| Language: | eng |
| Abstract: | The authors explore the validity of the Nash reaction hypothesis. They use a newly developed marketing simulation game, PROD-STRAT, to observe decisions of 240 advanced marketing students on product position, price, and marketing budget under various market conditions. The results show that pricing and budgeting decisions are well described by Nash equilibria for fixed product positions, but that decisions on productpositioning are significantly reduced profits. |
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