Open AccessStrategic Management in Marketing: A Game Theoretic Approach
Author(s) -
Gaurav Sharma Vinod Jangid
Publication year - 2021
Publication title -
türk bilgisayar ve matematik eğitimi dergisi
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.218
H-Index - 3
ISSN - 1309-4653
DOI - 10.17762/turcomat.v12i6.5697
Subject(s) - ambiguity , competitor analysis , confusion , rank (graph theory) , status quo , fuzzy logic , dilemma , mathematical optimization , mathematical economics , mathematics , ranking (information retrieval) , computer science , quartile , zero (linguistics) , operations research , marketing , economics , artificial intelligence , statistics , business , combinatorics , market economy , psychology , confidence interval , geometry , psychoanalysis , programming language , linguistics , philosophy
In marketing, a real-world dilemma emerging between two rivals, McDonald's and Burger King, is investigated. Both firms use three strategies: discounted pricing, status quo, and aggressive commercial. In such cases, ambiguity is a determining factor. To deal with confusion in payoffs, octagonal fuzzy numbers are used. To rank fuzzy numbers, the average of odd positions, average of even positions, and quartile deviations are used. To solve the reduced modelled two competitors zero sum fuzzy matrix games, the proposed ranking methods are used. Finally, the findings are compared to current approaches that are quite similar to the proposed approach.