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Could myopic pricing be a strategic choice in marketing channels? A game theoretic analysis

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  • Benchekroun, Hassan
  • Martín-Herrán, Guiomar
  • Taboubi, Sihem

Abstract

We identify the conditions under which a myopic pricing behavior could be a profit enhancing tool in the distribution channel. A channel member is myopic when he ignores the evolution of the retail prices when actual and past retail prices affect consumers' purchasing decisions. A differential game is formulated where channel members control transfer and retail prices. We start by examining a bilateral monopoly, and then introduce competition at the manufacturing level. The competing manufacturers play à la Nash and can be both myopic, both farsighted, or one myopic while the other is farsighted. We show that, for a bilateral monopoly, myopia enhances total channel profit when the effect of the reference price is small enough. This remains true under competition at the manufacturing level when products are differentiated enough.

Suggested Citation

  • Benchekroun, Hassan & Martín-Herrán, Guiomar & Taboubi, Sihem, 2009. "Could myopic pricing be a strategic choice in marketing channels? A game theoretic analysis," Journal of Economic Dynamics and Control, Elsevier, vol. 33(9), pages 1699-1718, September.
  • Handle: RePEc:eee:dyncon:v:33:y:2009:i:9:p:1699-1718
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    References listed on IDEAS

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    8. Praveen K. Kopalle & Carl F. Mela & Lawrence Marsh, 1999. "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, INFORMS, vol. 18(3), pages 317-332.
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    Citations

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    Cited by:

    1. Martín-Herrán, Guiomar & Taboubi, Sihem & Zaccour, Georges, 2012. "Dual role of price and myopia in a marketing channel," European Journal of Operational Research, Elsevier, vol. 219(2), pages 284-295.
    2. Benchekroun, Hassan & Martín-Herrán, Guiomar, 2016. "The impact of foresight in a transboundary pollution game," European Journal of Operational Research, Elsevier, vol. 251(1), pages 300-309.
    3. Fuxiao Lu & Guowei Liu & Jianxiong Zhang & Wansheng Tang, 2016. "Benefits of partial myopia in a durable product supply chain considering pricing and advertising," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 67(10), pages 1309-1324, October.
    4. Zhang, Jie & Kevin Chiang, Wei–yu & Liang, Liang, 2014. "Strategic pricing with reference effects in a competitive supply chain," Omega, Elsevier, vol. 44(C), pages 126-135.
    5. Martín-Herrán, Guiomar & Taboubi, Sihem, 2015. "Price coordination in distribution channels: A dynamic perspective," European Journal of Operational Research, Elsevier, vol. 240(2), pages 401-414.
    6. Jie Xu & Nan Liu, 2017. "Research on closed loop supply chain with reference price effect," Journal of Intelligent Manufacturing, Springer, vol. 28(1), pages 51-64, January.
    7. Fabien Ngendakuriyo & Sihem Taboubi, 2017. "Pricing Strategies of Complementary Products in Distribution Channels: A Dynamic Approach," Dynamic Games and Applications, Springer, vol. 7(1), pages 48-66, March.
    8. Hassan Benchekroun & Guiomar Martín-Herrán, 2012. "Farsight and Myopia in a Transboundary Pollution Game," Cahiers de recherche 06-2012, Centre interuniversitaire de recherche en économie quantitative, CIREQ.
    9. repec:eee:proeco:v:191:y:2017:i:c:p:128-142 is not listed on IDEAS

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