. The results show that there exist threshold levels of advertising effectiveness at which duopoly behaviour bifurcates …This paper examines the behaviour of two firms competing in a duopoly, where firms can influence demand through use of … advertising. The paper simulates the strategic interaction of the two firms based on a game-theoretic Cournot analytical model …

topic of asymmetric horizontal differentiation by allowing a firm's costly advertising to have a different impact on its own … demand function than it does on that of its rival. This leads to the interesting analytical result that advertising that … "couple" effect where firm advertising can tilt its own and its rival's demand functions in different directions. Several …