When firms use advertising to differentiate their products and increase consumer appreciation of their products, the strategy, i.e., price or quantity, depends on the degree of product differentiation and the magnitude of advertising costs. If advertising costs in Bertrand competition are very...

A numerical procedure capable of obtaining the equilibrium states of oligopoly markets under several assumptions is presented. Horizontal and vertical product differentiation were included by taking into account Euclidean distance in a two-dimensional space and quality characteristics of the...