It is well known that firms in oligopolistic market structures prefer to compete by demand-shifting strategies like new product development, advertising, and the like, rather than trying to influence demand directly by price. The reasons that firms avoid price competition in this situation are captured neatly in the competitive response patterns of the kinked demand curve model. On the other hand, outlays for product development and advertising have the character of investment decisions in that they produce a stock of assets, often intangible, which are less vulnerable to immediate imitation by rivals. Moreover, since these outlays directly influence the real and perceived quality of a firm's products, they can serve as a powerful means for its rapid advancement forward or backward in an oligopolistic setting. Therefore, rival demand-shifting outlays will usually be a central mode of competition in such market structures. In this paper, demand-shifting behavior will be analyzed using a capital-theoretic model with oligopolistic interdependence. A model of the advertising decision under monopolistic conditions analyzed previously by M. Nerlove and K. J. Arrow has been adapted for this purpose to a duopolistic market situation.' The present inquiry will focus on equilibrium steady growth solutions and will consider in particular how a firm's growth in demand-shifting activity is affected by different factors, including various parameters relating to its rival's situation. The equilibrium steady-growth paths analyzed here will be shown to be solutions for a Cournot type model as well as for a rule-of-thumb decision-making approach commonly alluded to in the business trade literature. Most of the formal results obtained for the duopoly situation can be extended directly to the more general oligopoly model. I. THE BASIC MODEL
Read full abstract