Manufacturers' pricing and advertising strategies for complementary and substitute goods Online publication date: Tue, 17-Oct-2023
by Emad Roghaniana; Zahra Namazian
International Journal of Services and Operations Management (IJSOM), Vol. 46, No. 2, 2023
Abstract: Several studies show that in the competitive global market, companies can maximise their profits by adopting appropriate strategies for pricing and advertising. This paper considers the competitiveness in the supply chain with three goods, including main good, complementary good and substitute good. The pricing and advertising strategies of manufacturers of these types of goods are considered since they have profound impacts on the manufacturers' profits. Therefore, it proposes a mathematical model to find the optimal manufacturers' strategies of pricing and advertising for each good by using Stackelberg game theory. In Stackelberg game theory, the main good and complementary good act as a leader due to their cooperative strategies, and the substitute good of the main good is a follower and compete with the complementary goods. Furthermore, the sensitivity analysis is presented to illustrate the effects of substitute degree and complementary.
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