Strategic Advertising: Fat-Cat Effect and Stability

Document Type

Article

Journal/Book Title/Conference

Mathematical Social Sciences

Volume

54

Publication Date

2006

First Page

125

Last Page

146

Abstract

We use the theory of social situations (TOSS) to examine the stable advertising behavior and pricing. In contrast to the current literature, we show that the incumbent firm need not maintain a hungry-look by under-investing in advertising expenditure in order to deter entry.

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