淡江大學機構典藏:Item 987654321/75358
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    题名: Corporate Brand Strategy Trade-off Decision-Making: Game Theory Implications
    作者: Chang, Horng-Jinh;Wang, Kuo-Yan
    贡献者: 淡江大學管理科學學系
    关键词: Distributor;New brand development;Strategic trade-off;Game theory
    日期: 2011-08
    上传时间: 2012-03-22 10:28:07 (UTC+8)
    出版者: ICIC International
    摘要: Many studies attention has been given to the recent market structure in which distributors preserve equal or strong power than manufacturers do in retailing. This study attempts to alter the current research which still lacks the viewpoint of the region distributor regarding to the upstream manufacturer intending to develop a new brand. The empirical surveys finding, as an internal decision-making factor, the distributor considers that the existing external business competitive posture is more important than the team up with the upstream manufacturer new brand campaign. On the other hand, the implication of the trade-offs decision-making in the case company’s brand strategy of utilizing game theory is discussed.
    關聯: ICIC Express Letters, Part B: Applications 2(4), pp.885-889
    显示于类别:[管理科學學系暨研究所] 期刊論文

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