haku: @indexterm Sensitivity analysis / yhteensä: 105
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| Tekijä: | Chintagunta, P. |
| Otsikko: | Investigating the sensitivity of equilibrium profits to advertising dynamics and competitive effects |
| Lehti: | Management Science
1993 : SEP, VOL. 39:9, p. 1146-1162 |
| Asiasana: | COMPETITION ADVERTISING SENSITIVITY ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | The author investigates the validity of the "flat maximum principle" - the insensitivity of a firm's profits to changes in its optimal advertising level - in a duopolistic market in which advertising by the two firms has carryover effects. Two alternative competitive scenarios are examined (1) in which total industry sales are allowed to vary over time, and (2) where firms are engaged in market share rivalry. Special cases for the model formulation are examined analytically. |
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