The Value of Market Share and the Product Life Cycle—A Game-Theoretic Model
构建了一个动态博弈模型，分析寡头市场中企业最优营销支出如何随产品生命周期变化，结果支持并细化了早期市场份额价值更高的传统观点。
The paper presents a dynamic, game-theoretic model of marketing competition in an oligopoly. The equilibrium solution to this model is used to investigate how a firm’s optimal marketing expenditure per unit sold, which can be interpreted as a measure of the value of market share, depends on current and future market demand, which in turn can be related to the product life cycle. The results support and refine the conventional wisdom that the earlier it is the life cycle, the greater is the value of the market share.