ENGR.ECONOMIC ANALYSIS
ENGR.ECONOMIC ANALYSIS
14th Edition
ISBN: 9780190931919
Author: NEWNAN
Publisher: Oxford University Press
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Consider two companies bidding to be at the top of a search engine's results for a given
keyword. Company 1 values the top position at v₁ = 8. Both company 1 and company
2 know company 1's value. However, only company 2 knows its own valuation for the
top position, which can take two values: v₂ = 6 or v₂ = 10. Company 1 believes that
company 2 has a valuation of ₂ = 6 with probability and a valuation of v2 = 10 with
probability.
Each company chooses simultaneously whether to submit a bid of b = 6 or a bid of
b = 8. The company which submitted the highest bid wins the auction and obtains the
top position in the search engine. If both firms submit the same bid, then firm 1 wins
the auction. A company's payoff is therefore:
V₁ =
{o
vi- bi if it wins the auction
if it loses the auction
1) Suppose that company 2 bids b2 = 6 when v2 = 6 and bids b2 = 8 when v2 = 10. What
value of b1 is company 1's best response to this strategy? Hint: explain first in which
cases company 1 wins, then give the probability that these cases occur, and finally
compare company 1's payoff from each possible action it can choose.
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Transcribed Image Text:Consider two companies bidding to be at the top of a search engine's results for a given keyword. Company 1 values the top position at v₁ = 8. Both company 1 and company 2 know company 1's value. However, only company 2 knows its own valuation for the top position, which can take two values: v₂ = 6 or v₂ = 10. Company 1 believes that company 2 has a valuation of ₂ = 6 with probability and a valuation of v2 = 10 with probability. Each company chooses simultaneously whether to submit a bid of b = 6 or a bid of b = 8. The company which submitted the highest bid wins the auction and obtains the top position in the search engine. If both firms submit the same bid, then firm 1 wins the auction. A company's payoff is therefore: V₁ = {o vi- bi if it wins the auction if it loses the auction 1) Suppose that company 2 bids b2 = 6 when v2 = 6 and bids b2 = 8 when v2 = 10. What value of b1 is company 1's best response to this strategy? Hint: explain first in which cases company 1 wins, then give the probability that these cases occur, and finally compare company 1's payoff from each possible action it can choose.
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