Integration of development and advertising strategies for multi-attribute products under competition
European Journal of Operational Research(2022)
摘要
•We examine competing firmsdevelopment and advertising strategies.•We verify the necessity of the integration of the two strategies.•We study the interplay of the two strategies under competition.•Firmsdevelopment strategies change trends of advertising intensities.•Advertising makes firmsdevelopment strategies related to each other.
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关键词
Supply chain management,Product development,Multi-attribute product,Advertising,Price competition
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