Optimal pricing and advertising in a durable-good duopoly

A Krishnamoorthy, A Prasad, SP Sethi - European Journal of Operational …, 2010 - Elsevier
European Journal of Operational Research, 2010Elsevier
This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly.
The proposed infinite-horizon model, while general enough to capture dynamic price and
advertising interactions in a competitive setting, also permits closed-form solutions. We use
differential game theory to analyze two different demand specifications–linear demand and
isoelastic demand–for symmetric and asymmetric competitors. We find that the optimal price
is constant and does not vary with cumulative sales, while the optimal advertising is …
This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to analyze two different demand specifications – linear demand and isoelastic demand – for symmetric and asymmetric competitors. We find that the optimal price is constant and does not vary with cumulative sales, while the optimal advertising is decreasing with cumulative sales. Comparative statics for the results are presented.
Elsevier
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