PurposeAdopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.Design/methodology/approachThe game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.FindingsThe findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.Practical implicationsGame theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.Originality/valueThe integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.
Environmental assessment recently becomes a major policy issue in the world. This study introduces a data envelopment analysis (DEA) model to explore a new use of DEA for the environmental assessment in which outputs are classified into desirable (good) and undesirable (bad). Such an output separation is important in the DEA-based environmental assessment. We used a Range-Adjusted Measure (RAM) DEA model for combining the two performance measures operational and environmental performance as a unified measure. Reducing the amount of undesirable outputs is the main purpose of environmental assessment. Therefor, we try to project the inefficient organization on the efficient frontier such that the obtained projection produces fewer undesirable outputs than the evaluated organization. To reach this goal, it is not important to increase or decrease the amount of inputs.
Connection of distributed generation units with appropriate allocation and size in network will have different effects such as increasing of reliability in network, decreasing of losses, improving of voltage profile, decreasing of transmission and distribution energy costs and improving of power quality parameters like voltage unbalance. So far, researches about allocation of distributed generation sources would have been done in completely balanced systems. In this paper optimized allocation of these sources in unbalanced distributed system in different consumed loads and unsymmetrical in transmission lines structure has been discussed. Since the voltage unbalance is one of current problems in distribution networks, decreasing of voltage unbalance factor (VUF) in distribution network in order to increase quality of power delivery to customers is one of the aims in optimized allocation of distributed generations in this study. Introducing multi-objective function for allocation of distributed generation sources, in order to minimize voltage unbalance factor and real power loss, improving of voltage profile and increasing of economic profit, the concepts of multi objective optimizing (PARETO) in studied networks is used.With due attention to necessity of power flow studies in studied unbalanced distribution systems, this study using Cyme-Dist software and optimizing process, with connection between the mentioned software and MATLAB software is done. In continuation, allocation of distributed generation in IEEE standard 13 bus network, in three different load levels and using NSGA-II algorithm has been studied. Results show that proper placement of distributed generation sources in unbalanced distribution systems; can decrease both losses and amount of voltage unbalance. Also in this study shown that, appropriate placing of distributed generation sources, provides considerable profit to distribution companies.
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