Mesak, Hani I.; Bari, Abdullahel; Luehlfing, Michael S.; … - In: European Journal of Operational Research 240 (2015) 1, pp. 278-291
Using a market share attraction structure of advertising competition and following a supermodular game approach, this article demonstrates for an asymmetric oligopoly, the directional impact of changes in model parameters on the marketing controlled variables of all rivals (advertising budgets)...