Strategic Management in Marketing: A Game Theoretic Approach | Zendy

Ganesh Kumar | Zendy

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Strategic Management in Marketing: A Game Theoretic Approach

Author(s) -

Ganesh Kumar

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) , fuzzy logic , status quo , dilemma , mathematical economics , mathematics , quartile , mathematical optimization , regret , ranking (information retrieval) , marketing , computer science , operations research , economics , business , statistics , artificial intelligence , combinatorics , market economy , psychology , confidence interval , geometry , psychoanalysis , programming language

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.

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