Co-promotion alliance : a game theoretic analysis제휴에 의한 공동판촉 : 게임이론적 접근

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When their products or services reached the mature stage of life cycle, many telecommunications firms started to form alliance partnering with companies in other industries such as movie theaters and fast food restaurants. They offer discounts to their consumers when they buy products or services from their partnering companies. We show that, even in markets where the total demand does not grow, such co-promotion partnering with companies in different industries can benefit allied firms as well as target consumers who buy products or services from the allied firms. The benefits come from discriminating prices between consumers in price sensitive segments and price insensitive segments.
Advisors
Hahn, Min-Hiresearcher한민희researcher
Description
한국과학기술원 : 경영공학전공,
Publisher
한국과학기술원
Issue Date
2006
Identifier
254447/325007  / 000995202
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 경영공학전공, 2006.2, [ vi, 78 p. ]

Keywords

segmentation; alliance; co-promotion; Co-marketing; price discrimination; 가격차별; 시장세분화; 제휴; 공동판촉; 공동마케팅

URI
http://hdl.handle.net/10203/53456
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=254447&flag=dissertation
Appears in Collection
KGSM-Theses_Ph.D.(박사논문)
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