| Corporate Brand Strategy Trade-off Decision-Making: Game Theory Implications | |
|---|---|
| 學年 | 100 |
| 學期 | 1 |
| 出版（發表）日期 | 2011-08-01 |
| 作品名稱 | Corporate Brand Strategy Trade-off Decision-Making: Game Theory Implications |
| 作品名稱（其他語言） | |
| 著者 | Chang, Horng-Jinh; Wang, Kuo-Yan |
| 單位 | 淡江大學管理科學學系 |
| 出版者 | ICIC International |
| 著錄名稱、卷期、頁數 | ICIC Express Letters, Part B: Applications 2(4), pp.885-889 |
| 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. |
| 關鍵字 | Distributor; New brand development; Strategic trade-off; Game theory |
| 語言 | en |
| ISSN | 2185-2766 |
| 期刊性質 | 國外 |
| 收錄於 | EI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 是 |
| 國別 | JPN |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/75358 ) |
| SDGS | 優質教育,產業創新與基礎設施 |
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