Optimal Competitive Marketing Behavior in Oligopoly

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Optimal Competitive Marketing Behavior in Oligopoly
Jean Jacques Lambin
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100, 0003 • (0. 149 1 . 524, 0. 093 + r X 0. 147 1 + r - 0. 344 (1. 524) • (0. 093) To discount the flov; of returns produced by the advertising invest- ment various interest rates may be considered. Yield on shares in the same industry would give an idea of profit opportunities offernd to the firm by alternative investment decisions. However over the period studied, dividends were not high enough to compensate for the going down stocks so that yield on shares is not indicative cf the external ...investment opportunities. As a result we turn to tha interest borne by commercial bills over the same period. A 6. 5 '<. average="" rate="" was="" observed="" and="" the="" corresponding="" long-run="" optimal="" levgl="" of="" tht="" advertising="" expenditures="" amounts="" to="" s="$1," wm.="" h="" should="" be="" cor="" .="" p::rbd="" with="" firm="" b="" real="" al-="" though="" amount="" spent="" is="" we="" are="" once="" again="" indu-="" ced="" conclude="" that="" has="" een="" overspend="" i="" ng="" over="" period.="" a="" sensivity="" analysis="" long-r="" equilibrium="" level="" discount="" e="" rather="" insensitive="" r="" insert="" tablf="" ix="" about="" here="" conclusioi="">

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