USF St. Petersburg campus Faculty Publications
The profit implications of altruistic versus egoistic orientations for business-to-business exchanges.
Document Type
Article
Publication Date
2009
ISSN
0167-8116
Abstract
This study significantly expands upon previous research by Hill and Watkins [Hill, Ronald Paul and Watkins, Alison, (2007), “A Simulation of Moral Behavior within Marketing Exchange Relationships,” Journal of the Academy of Marketing Science, 35 (2), 417–429] involving business-to-business exchanges through the use of a more sophisticated simulation and a different theoretical orientation. Profitability implications for sellers and firms in the context of information sharing and dynamic firm adaptation are explored using q-learning evolutionary models and embedded artificial trading agents in a competitive environment. This method allows buyer agents to react to complex and evolving circumstances based on historical information about seller agents. The results suggest that sellers with more cooperative strategies are more profitable in the long run, especially when firms employ multiple agents.
Language
en_US
Publisher
Elsevier
Recommended Citation
Hill, R.P. & Watkins, A. (2009). The profit implications of altruistic versus egoistic orientations for business-to-business exchanges. International Journal of Research Marketing, 26, 52-59. doi: 10.1016/j.ijresmar.2008.07.007
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Citation only. Full-text article is available through licensed access provided by the publisher. Members of the USF System may access the full-text of the article through the authenticated link provided.