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| Author: | Hill, R.P. Watkins, A. |
| Title: | The profit implications of altruistic versus egoistic orientations for business-to-business exchanges |
| Journal: | International Journal of Research in Marketing
2009 : MAR, VOL. 26:1, p. 52-59 |
| Index terms: | marketing sales business-to-business simulation models |
| Language: | eng |
| Abstract: | In this study, previous research by Hill and Watkins (2007) is expanded including business-to-business exchanges by using of a more sophisticated simulation and a different theoretical orientation. Explored are profitability implications for firms and sellers in the context of information sharing and dynamic firm adaptation, using q-learning models and embedded artificial trading agents in a competitive environment. The method allows buyer agents to react to complex and advancing conditions based on historical information on seller agents. It is suggested that sellers with more co-operative strategies be more profitable in the long run, particularly with firms employing multiple agents. |
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