Primjena teorije igara u odlučivanju o marketinškim strategijama

master's thesis

• Title (english): Application of game theory in decision-making on marketing strategies
• Author: Braslav Lekić
• Mentor: Tunjo Perić (mentor)
• Committee member: Tunjo Perić (predsjednik povjerenstva)
• Committee member: Goran Vlašić (član povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Teorija igara je matematičko proučavanje situacija sukoba interesa. Kao takva primjenjiva je ne samo u salonskim igrama (otuda joj i naziv), već i u vojnim i ekonomskim situacijama te, u manjoj mjeri, u situacijama u drugim društvenim znanostima. U poslovnom svijetu bitno je za poduzeće da uspješno stvori nekakvu konkurentsku prednost u odnosu na druga poduzeća koja posluju na istom tržištu te se sukobljavaju za iste potrošaće. Odgovor na pitanje zašto su neka poduzeća u tome uspješnija od drugih može se kriti i u tome kako menadžeri tih poduzeća donose strateške odluke bitne za budućnost poduzeća. U donošenju tih strateških odluka im mogu pomoći brojne stvari, njihova psihička i emocionalna izrdržjivost, ali i pripremljenost kao i poznavanje i korištenje matematičkih modela. Teorija igara sadrži nekoliko matematičkih modela koje poduzeća koriste kako bi ovisno o odlukama drugih poduzeća izabrala optimalnu strategiju koja potencijalno dovodi do ojačavanja poduzeća na tržištu te konačno do poslovnog maksimuma. Svrha rada je utvrditi važnosti i prednost primjene teorije igara u određenim marketinškim područjima, istražiti ulogu teorije igara pri donošenju optimalnih odluka u području marketinga poduzeća, odnosno kako poduzeće mora voditi računa o tome kako će konkurenti i kupci odgovoriti na njihove strategije.

Abstract (english)

Game theory is the mathematical study of conflict of interest situations. As such, it is applicable not only in parlor games (hence its name), but also in military and economic situations and, to a lesser extent, in situations in other social sciences. In the business world it is important for a company to successfully create a certain competitive advantage compared to the other companies operating in the same market and are competing for the same consumers. The answer to the question why some companies are more successful at achieving this than others may lie in the way the managers of said companies make strategic decisions relevant the their companies future. In making such decisions a number of things can be helpful, their psychological and emotional stamina but also their preparedness, and also knowledge and use of mathematical models. Game theory consists of several mathematical models used by companies to make optimal strategic decisions, in relation to other companies' decisions, which will potentially lead to strengthening the company in the market and finally its business maximum. Purpose of this paper is to determine the importance and advantage of using game theory in certain marketing areas, explore the role of game theory in optimal decision making in the field of companies marketing, that is, how a company must take into account how the competitors and consumers will respond to their strategies.

• Keywords: teorija igara; marketinške strategije; optimalna strategija
• Keywords (english): game theory; marketing strategies; optimal strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:036905
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-26 10:23:09