Advertising Strategies in a Dynamic Oligopoly
构建动态寡头广告竞争模型，分析家乐氏、通用磨坊和Post三大即食谷物制造商的广告策略，发现通用磨坊对未来销售价值的评估高于竞争对手。
The author uses a dynamic model of oligopolistic advertising competition, in which competitors are assumed to make a series of single-period advertising decisions with salvage values attached to achieved sales in each period, as the foundation for empirical analysis of the competitive situation involving the three largest ready-to-eat cereal manufacturers, Kellogg, General Mills, and the Post Division of Philip Morris’ General Foods. The primary insight of the author's empirical analysis is that General Mills places a higher future value on achieved sales than do the other competitors in the market.