Callegaro, Davide (2017) A differential game for brand competition in a Marketing Channe. [Laurea triennale]
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This Thesis analyzes a paper by Shahanaghi, Gholamian and Nowrouzi  where a brand competition is planned in a vertical marketing channel: an important manufacturer supplies a local retailer with a national brand consumer product. The local vendor sells in his store both his private label product and the national brand one. This situation causes an advertising and pricing competition between the manufacturer and the private seller: both want to maximize their payoffs. Hence this competitive scenario has been formalized in terms of a differential game where the optimal marketing strategies are the advertising and pricing policies for both the players. Introducing the hierarchic structure `a la Stackelberg, the manufacturer is identified as the leader of the game, due to the high goodwill of the national brand; on the other hand, the retailer is considered as the follower in the marketing channel.
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