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@article{985560, author = {Kim, Chongmin and Shin, Hyukseung}, language = {eng}, title = {A Note on Strategic Advertising in a Duopoly}, url = {http://home.kookmin.ac.kr/~ec-cmkim/ad9.pdf}, year = {2006} }
TY - JOUR ID - 985560 AU - Kim, Chongmin - Shin, Hyukseung PY - 2006 TI - A Note on Strategic Advertising in a Duopoly UR - http://home.kookmin.ac.kr/~ec-cmkim/ad9.pdf N2 - We analyze the effects of strategic advertising when a firm’s advertising exhibits externalities on its competitor’s prfits either negatively or positively. We show that it is possible for both firms to increase profits by engaging in advertising even though advertising steals the market from the other. We show that there may occur too little advertising from society’s perspective even when advertising increases prices. This contrasts with the existing literature that mainly pay attention to the effect of advertising on market price in case of evaluating the social desirability of advertising. ER -
KIM, Chongmin a Hyukseung SHIN. A Note on Strategic Advertising in a Duopoly. 2006.
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