Research Article
Offensive, Defensive, and Generic Advertising Strategies in a Dynamic Oligopolistic Market
Table 2
Research related to offensive, defensive, and generic advertising strategies in differential game models.
| Reference | Basic model | Control variables | Number of players | Time horizon | Game type | Dynamic of state variables | Offensive | Defensive | Generic | Duopoly | Oligopoly | Infinite | Finite | Asymmetric | Symmetric |
| [10] | L | ✓ | ✓ | × | ✓ | | ✓ | | ✓ | | | | [11] | L | ✓ | ✓ | × | ✓ | | ✓ | | ✓ | | | | [7] | L | ✓ | ✓ | ✓ | ✓ | | | ✓ | | ✓ | | [12] | L | ✓ | ✓ | × | ✓ | | | ✓ | | ✓ | | | [13] | N–A | ✓ | ✓ | × | ✓ | | | ✓ | ✓ | | | | Proposed model | L | ✓ | ✓ | ✓ | | ✓ | | ✓ | ✓ | | Described in the model formulation section |
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Lanchester; Nerlove-Arrow. |