Browsing Administración y Negocios Internacionales by Author "Gutierrez Vasquez, Yoselyn Milagros"
¿Cómo la ley que prohíbe la publicidad en medios audiovisuales resolvió “El dilema del prisionero” para los productores de cigarrillos?Remezzano, Andrés; Alpiste Rojas, Heidi Mirelli; Gutierrez Vasquez, Yoselyn Milagros; Silva León, Alfonso Renato (Universidad Peruana de Ciencias Aplicadas (UPC), 2016-11-01)This research work aims to solve the question of: How the Law prohibiting advertising in audiovisual media decided "Prisoner's Dilemma" for cigarette producers? To do this, we use theories in our research that can explain this situation, such as concepts like Game Theory, Nash Equilibrium and the Prisoner's Dilemma. On the other hand, as a methodology of research work, we will introduce a brief description of the historical context in which the industry of cigarette was in the United States in the 1970s. In this time medical researchers reported the harmful effects of tobacco consumption for the health. For this reason, the US government decided to take immediate and effective measures to protect the health of the population of the country by implementing the law banning advertising media to product measures. Analyzing the impact of this law in the tobacco industry, it is concluded that this law benefit companies in this industry since it generates savings in advertising and are constantly competing by getting tobacco consumers decide to consume another brand.Acceso abierto