Modeling the impact of product quality on dynamic pricing and advertising policies
- Autor(en)
- Régis Y. Chenavaz, Gustav Feichtinger, Richard F. Hartl, Peter M. Kort
- Abstrakt
The marketing-mix of price–quality and advertising–quality relationship is well studied. Less understood is the price–advertising–quality relationship. This article fills the gap, investigating the interplay between price, advertising, and quality in an optimal control model. Our results generalize the condition of Dorfman–Steiner in a dynamic context. Also, they point to the impact of greater product quality on the dynamic policies of pricing and advertising. Furthermore, a phase diagram analysis shows that quality develops monotonically in time and converges to a unique steady state. We also show that quality investment could either decrease or increase over time but this depends on its effectiveness. Our results spot the profitable opportunities of a firm managing a more complex marketing-mix.
- Organisation(en)
- Institut für Business Decisions and Analytics
- Externe Organisation(en)
- KEDGE Business School, Tilburg University, Technische Universität Wien
- Journal
- European Journal of Operational Research
- Band
- 284
- Seiten
- 990-1001
- Anzahl der Seiten
- 12
- ISSN
- 0377-2217
- DOI
- https://doi.org/10.1016/j.ejor.2020.01.035
- Publikationsdatum
- 08-2020
- Peer-reviewed
- Ja
- ÖFOS 2012
- 502017 Logistik
- Schlagwörter
- ASJC Scopus Sachgebiete
- Information Systems and Management, Computer Science(all), Modelling and Simulation, Management Science and Operations Research
- Link zum Portal
- https://ucris.univie.ac.at/portal/de/publications/modeling-the-impact-of-product-quality-on-dynamic-pricing-and-advertising-policies(d82ec8e2-ad8a-43d3-a4ed-f7abcd483930).html