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Using Game Theory to Model Competition

Опубликовано на портале: 30-09-2003
Journal of Marketing Research (JMR). 1985.  Vol. 22. No. 3. P. 262-283. 
Тематический раздел:
The essence of competition is interdependence. Interdependence means that the consequences to a firm of taking an action depend not just on that firm's action, but also on what actions its competitors take. [1] Interdependence by itself, however, is not enough to generate competition. Conflicts of interest also must be present among the interdependent firms (i.e., the firms must differ in what they would like each of them to do) and the firms must not be able to collude explicitly (i.e., enter into binding agreements).[2] Much "horizontal" interdependence involves conflicts of interest and the inability to collude explicitly; all of the firms are competing for the same pool of consumers and the antitrust laws (especially the Sherman Act) deter collusion. This article is a selective exposition of noncooperative game theory. (Cooperative game theory is the branch of the theory that examines the behavior of colluding firms; it seeks to predict their binding agreements.) Included are some basic concepts and their applications to marketing.

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