Advertising Dynamics and Competitive Advantage

Preprint OPEN
Ulrich Doraszelski; Sarit Markovich;
(2004)
  • Subject: advertising; competitive advantage; dynamic games | dynamic competition, advertising, competitive advantage
    • jel: jel:C73 | jel:L13

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic fra... View more
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