Increasing Dominance - the Role of Advertising, Pricing and Product Design

Research, Preprint English OPEN
Kretschmer, Tobias; Rösner, Mariana;
(2010)
  • Publisher: München: Ludwig-Maximilians-Universität München, Fakultät für Betriebswirtschaft
  • Related identifiers: doi: 10.5282/ubm/epub.11500
  • Subject: Mark-up Pricing | Increasing dominance; persuasive advertising; duopoly; network effects | Werbung | Duopol | Produktgestaltung | Netzwerkökonomik | Communication Economics | Diskussionsbeiträge | Betriebswirtschaft
    • jel: jel:D21 | jel:L11 | jel:L13
      ddc: ddc:330 | ddc:650
    acm: ComputingMilieux_MISCELLANEOUS

Despite the empirical relevance of advertising strategies in concentrated markets, the economics literature is largely silent on the effect of persuasive advertising strategies on pricing, market structure and increasing (or decreasing) dominance. In a simple model of p... View more
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