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This paper focuses on a stochastic goodwill model involving a single manufacturer and a single retailer in a supply chain, in which both quality level and goodwill level are governed by stochastic differential equations. In both the linear-quadratic Stackelberg game and linear-quadratic cooperative game, explicit expressions are obtained for the optimal quality improvement efforts level of the manufacturer, the optimal advertising efforts level of the retailer as well as the optimal profit of the supply chain. We also derive the expectation and variance values for quality and goodwill levels, respectively. The distribution of incremental profit and subsidy are analysed in the cooperative game via the utility theory. Finally, several numerical experiments are reported to show the influence of decay rates and white noise disturbance of the quality and goodwill levels on the expectation of quality and goodwill levels.

A stochastic goodwill model depending on quality level and advertising