IDEAS home Printed from https://ideas.repec.org/a/gam/jgames/v12y2021i4p85-d669740.html
   My bibliography  Save this article

A Game-Theoretic Model of Strategic Interaction Using Advertising: Simulating the Evolution of the Cournot Nash Equilibrium under Different Competitive Scenarios

Author

Listed:
  • Malcolm Brady

    (Business School, Dublin City University, 9 Dublin, Ireland)

Abstract

This paper examines the behaviour of two firms competing in a duopoly, where firms can influence demand through use of advertising. The paper simulates the strategic interaction of the two firms based on a game-theoretic Cournot analytical model. The evolution over time of the Nash equilibrium is graphically displayed for a number of different competitive scenarios. The results show that there exist threshold levels of advertising effectiveness at which duopoly behaviour bifurcates, that perfectly cooperative advertising can lead to competitive disadvantage, and that perfectly predatory advertising can lead to stagnation or losses.

Suggested Citation

  • Malcolm Brady, 2021. "A Game-Theoretic Model of Strategic Interaction Using Advertising: Simulating the Evolution of the Cournot Nash Equilibrium under Different Competitive Scenarios," Games, MDPI, vol. 12(4), pages 1-16, November.
    • Handle: RePEc:gam:jgames:v:12:y:2021:i:4:p:85-:d:669740
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2073-4336/12/4/85/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2073-4336/12/4/85/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dawid, Herbert & Hellmann, Tim, 2014. "The evolution of R&D networks," Journal of Economic Behavior & Organization, Elsevier, vol. 105(C), pages 158-172.
    2. Judd, Kenneth L., 1997. "Computational economics and economic theory: Substitutes or complements?," Journal of Economic Dynamics and Control, Elsevier, vol. 21(6), pages 907-942, June.
    3. Keisuke Hattori & Keisaku Higashida, 2012. "Misleading advertising in duopoly," Canadian Journal of Economics/Revue canadienne d'économique, John Wiley & Sons, vol. 45(3), pages 1154-1187, August.
    4. Piga, Claudio A. G., 2000. "Competition in a duopoly with sticky price and advertising," International Journal of Industrial Organization, Elsevier, vol. 18(4), pages 595-614, May.
    5. Yuxin Chen & Yogesh V. Joshi & Jagmohan S. Raju & Z. John Zhang, 2009. "A Theory of Combative Advertising," Marketing Science, INFORMS, vol. 28(1), pages 1-19, 01-02.
    6. Barr, Jason & Saraceno, Francesco, 2005. "Cournot competition, organization and learning," Journal of Economic Dynamics and Control, Elsevier, vol. 29(1-2), pages 277-295, January.
    7. Avinash Dixit, 1979. "A Model of Duopoly Suggesting a Theory of Entry Barriers," Bell Journal of Economics, The RAND Corporation, vol. 10(1), pages 20-32, Spring.
    8. Matsumura, Toshihiro & Sunada, Takeaki, 2013. "Advertising competition in a mixed oligopoly," Economics Letters, Elsevier, vol. 119(2), pages 183-185.
    9. Ray Barrell & Francesco Saraceno, 2005. "Cournot Competition, Organization and Learning," Post-Print hal-03597732, HAL.
    10. R. Cellini & L. Lambertini, 2003. "Advertising in a Differential Oligopoly Game," Journal of Optimization Theory and Applications, Springer, vol. 116(1), pages 61-81, January.
    11. Richard Schmalensee, 1976. "A Model of Promotional Competition in Oligopoly," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 43(3), pages 493-507.
    12. John D. Sterman & Rebecca Henderson & Eric D. Beinhocker & Lee I. Newman, 2007. "Getting Big Too Fast: Strategic Dynamics with Increasing Returns and Bounded Rationality," Management Science, INFORMS, vol. 53(4), pages 683-696, April.
    13. Gustavo Gudino, 2021. "Self-Enforcing Price Leadership," Games, MDPI, vol. 12(3), pages 1-18, July.
    14. Gori, Luca & Sodini, Mauro & Fanti, Luciano, 2015. "A nonlinear Cournot duopoly with advertising," Chaos, Solitons & Fractals, Elsevier, vol. 79(C), pages 178-190.
    15. Frank M. Bass & Anand Krishnamoorthy & Ashutosh Prasad & Suresh P. Sethi, 2005. "Generic and Brand Advertising Strategies in a Dynamic Duopoly," Marketing Science, INFORMS, vol. 24(4), pages 556-568, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Malcolm Brady, 2022. "Asymmetric Horizontal Differentiation under Advertising in a Cournot Duopoly," Games, MDPI, vol. 13(3), pages 1-14, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Malcolm Brady, 2022. "Asymmetric Horizontal Differentiation under Advertising in a Cournot Duopoly," Games, MDPI, vol. 13(3), pages 1-14, May.
    2. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.
    3. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    4. Hattori, Keisuke & Higashida, Keisaku, 2014. "Misleading advertising and minimum quality standards," Information Economics and Policy, Elsevier, vol. 28(C), pages 1-14.
    5. Barr, Jason & Saraceno, Francesco, 2009. "Organization, learning and cooperation," Journal of Economic Behavior & Organization, Elsevier, vol. 70(1-2), pages 39-53, May.
    6. Francesco Saraceno & Jason Barr, 2008. "Cournot competition and endogenous firm size," Journal of Evolutionary Economics, Springer, vol. 18(5), pages 615-638, October.
    7. repec:hal:spmain:info:hdl:2441/6782 is not listed on IDEAS
    8. Toshihiro Matsumura & Akira Ogawa, 2017. "Inefficient but Robust Public Leadership," Journal of Industry, Competition and Trade, Springer, vol. 17(4), pages 387-398, December.
    9. Sharma, Ajay, 2019. "Misleading Advertising in Mixed Markets: Consumer-orientation and welfare outcomes," MPRA Paper 96189, University Library of Munich, Germany.
    10. Yasuhiko Nakamura, 2018. "Competition and Privatisation Policies in a Differentiated Mixed Oligopoly: The Pay†off†interdependence Approach," Australian Economic Papers, Wiley Blackwell, vol. 57(2), pages 193-216, June.
    11. Ruichang Lu & Qiaowei Shen & Tenghui Wang & Xiaojun Zhang, 2022. "Frenemies: Corporate Advertising Under Common Ownership," Management Science, INFORMS, vol. 68(6), pages 4645-4669, June.
    12. Zeng Lian & Jie Zheng, 2021. "A Dynamic Model of Cournot Competition for an Oligopolistic Market," Mathematics, MDPI, vol. 9(5), pages 1-18, February.
    13. repec:hal:wpspec:info:hdl:2441/6782 is not listed on IDEAS
    14. Silveira, Douglas & Vasconcelos, Silvinha, 2020. "Essays on duopoly competition with asymmetric firms: Is profit maximization always an evolutionary stable strategy?," International Journal of Production Economics, Elsevier, vol. 225(C).
    15. Francesco Saraceno & Jason Barr, 2008. "Cournot competition and endogenous firm size," Journal of Evolutionary Economics, Springer, vol. 18(5), pages 615-638, October.
    16. Ram Bala & Pradeep Bhardwaj, 2010. "Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry," Management Science, INFORMS, vol. 56(1), pages 148-160, January.
    17. Lambertini, Luca & Zaccour, Georges, 2015. "Inverted-U aggregate investment curves in a dynamic game of advertising," Economics Letters, Elsevier, vol. 132(C), pages 34-38.
    18. Kosuke Hirose & Toshihiro Matsumura, 2019. "Comparing welfare and profit in quantity and price competition within Stackelberg mixed duopolies," Journal of Economics, Springer, vol. 126(1), pages 75-93, January.
    19. repec:hal:wpspec:info:hdl:2441/9832 is not listed on IDEAS
    20. Fioretti, Guido, 2006. "Recognising investment opportunities at the onset of recoveries," Research in Economics, Elsevier, vol. 60(2), pages 69-84, June.
    21. Chang, Myong-Hun & Harrington, Joseph Jr., 2006. "Agent-Based Models of Organizations," Handbook of Computational Economics, in: Leigh Tesfatsion & Kenneth L. Judd (ed.), Handbook of Computational Economics, edition 1, volume 2, chapter 26, pages 1273-1337, Elsevier.
    22. repec:hal:spmain:info:hdl:2441/9832 is not listed on IDEAS
    23. Jason Barr & Francesco Saraceno, 2005. "Modeling the Firm as an Artificial Neural Network," Working Papers Rutgers University, Newark 2005-011, Department of Economics, Rutgers University, Newark.
    24. Steven Kimbrough & Frederic Murphy, 2009. "Learning to Collude Tacitly on Production Levels by Oligopolistic Agents," Computational Economics, Springer;Society for Computational Economics, vol. 33(1), pages 47-78, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jgames:v:12:y:2021:i:4:p:85-:d:669740. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.