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Strategische Verpflichtungen in einem mehrstufigen Oligopolmodell: Die (zeitliche) strategische Interdependenz oligopolischer Preis- und Werbeentscheidungen

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  • Walz, Uwe
  • Wellisch, Dietmar

Abstract

In diesem Aufsatz wird im Rahmen eines dynamischen spieltheoretischen Oligopolmodells die gewinnoptimale Preis- und Werbeentscheidung untersucht. Diese Entscheidungen sind strategisch miteinander verknüpft. In der ersten Spielstufe werden unter Berücksichtigung der Auswirkung auf das nachfolgende Preisspiel die optimalen Werbestrategien festgelegt. Es zeigt sich, daß im symmetrischen Modell dem Marktverhalten der Unternehmen bei der Preisfestsetzung eine entscheidende Rolle für die Höhe der Werbeausgaben zukommt. Je wettbewerbsintensiver das Preisspiel gestaltet ist, desto höher sind die optimalen Werbeaufwendungen. Im Asymmetriefall wird gezeigt, daß die Investition in Werbung (Aufbau eines "goodwills" ) zur Verhinderung des Marktzutritts dienen kann. Je nach strategischer Variable in der zweiten Spielstufe kommt es im Zuge der Marktzutrittsverhinderungsstrategie zu exzessiven bzw. zu unteroptimalen Werbeaufwendungen.

Suggested Citation

  • Walz, Uwe & Wellisch, Dietmar, 1991. "Strategische Verpflichtungen in einem mehrstufigen Oligopolmodell: Die (zeitliche) strategische Interdependenz oligopolischer Preis- und Werbeentscheidungen," Tübinger Diskussionsbeiträge 14, University of Tübingen, School of Business and Economics.
    • Handle: RePEc:zbw:tuedps:14
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