The analysis of decision-making of investing in the bi-national marketing channel with game options

摘要

This study uses the mathematical model of game options to analyze when the distributors of the two countries choose to invest in the domestic or international marketing channel, they will consider competitors' behavior and invest in the marketing channels of the two countries based on the optimal time point. The results will provide distributors with the references of evaluating the influence of the potential channel value on the firm value and deciding whether to enter the international marketing market when they want to invest in the multi-national marketing channel in the future.