Strategic Management in Marketing: A Game Theoretic Approach

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Vinod Jangid, Gaurav Sharma, Ganesh Kumar

Abstract

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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How to Cite
Ganesh Kumar, V. J. G. S. (2021). Strategic Management in Marketing: A Game Theoretic Approach. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 2518–2524. https://doi.org/10.17762/turcomat.v12i6.5697
Section
Research Articles