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Advertising and Oligopolistic Equilibrium

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  • James W. Friedman

Abstract

This article analyzes advertising in an n-firm infinite horizon, differentiated products oligopoly. The firms all choose output and advertising levels in each period, and are assumed to behave noncooperatively. Advertising is characterized in a manner similar to capital: the effects of money spent on advertising today last well into the future. The interfirm advertising effect can be either cooperative or predatory, and in a linear-quadratic version of the model, this degree of cooperativeness is represented by a parameter. Existence and uniqueness of the Nash equilibrium are obtained, along with many comparative statics results.

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Bibliographic Info

Article provided by The RAND Corporation in its journal Bell Journal of Economics.

Volume (Year): 14 (1983)
Issue (Month): 2 (Autumn)
Pages: 464-473

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Handle: RePEc:rje:bellje:v:14:y:1983:i:autumn:p:464-473

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Cited by:
  1. Andrea Mantovani & Giordano Mion, 2006. "Advertising and endogenous exit in a differentiated duopoly," LSE Research Online Documents on Economics 42665, London School of Economics and Political Science, LSE Library.
  2. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
  3. Lakdawalla, Darius & Sood, Neeraj & Gu, Qian, 2013. "Pharmaceutical advertising and Medicare Part D," Journal of Health Economics, Elsevier, vol. 32(6), pages 1356-1367.
  4. Feng Yao, 2012. "The Effect of Advertising on Collusion in the U.S. Brewing Industry: A Trigger Strategy Approach," Atlantic Economic Journal, International Atlantic Economic Society, vol. 40(1), pages 21-37, March.
  5. Massimo Motta, 2013. "Advertising bans," SERIEs, Spanish Economic Association, vol. 4(1), pages 61-81, March.
  6. Harrison, Teresa & Laincz, Chris, 2013. "Nonprofits, Crowd-Out, and Credit Constraints," School of Economics Working Paper Series 2013-5, LeBow College of Business, Drexel University.
  7. Dubois, Pierre & Griffith, Rachel & O'Connell, Martin, 2014. "The Effects of Banning Advertising on Demand, Supply and Welfare: Structural Estimation on a Junk Food Market," TSE Working Papers 14-485, Toulouse School of Economics (TSE).
  8. Erickson, Gary M., 1995. "Differential game models of advertising competition," European Journal of Operational Research, Elsevier, vol. 83(3), pages 431-438, June.
  9. L. Lambertini & G. Zaccour, 2014. "Inverted-U aggregate investment curves in a dynamic game of advertising," Working Papers wp954, Dipartimento Scienze Economiche, Universita' di Bologna.

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