A differential game model of the marketing-operations interface

作者：Erickson Gary M^*

来源：European Journal of Operational Research, 2011, 211(2): 394-402.

DOI：10.1016/j.ejor.2010.11.016

• Marketing
• Operations
• Differential game

In the development of their dynamic strategies, the marketing and operations functions within a firm have differing objectives, and conflict between the two functions is common. The strategic interdependence involving marketing and operations decisions is modeled as a noncooperative differential game. Demand is assumed to be a function of price and advertising goodwill, and marketing controls price and advertising to maximize its discounted stream of revenue net of advertising costs. Backlogging is allowed, and operations controls production to minimize its discounted stream of production and backlog costs. A feedback Nash equilibrium is derived for the game, which allows a solution of the system of differential equations for goodwill and backlog, and is analyzed to study the nature of the dynamic strategies for price, advertising, and production.

• 出版日期2011-6-1