Short Answer

Justifying a Strategic Choice

Two firms, Firm 1 and Firm 2, are deciding whether to launch a 'High-Cost' or 'Low-Cost' advertising campaign. The table below shows their potential profits (in millions of dollars), with Firm 1's profit listed first in each pair.

Firm 2: High-CostFirm 2: Low-Cost
Firm 1: High-Cost(2, 3)(4, 4)
Firm 1: Low-Cost(6, 6)(3, 2)

Assuming Firm 2 chooses the 'High-Cost' campaign, explain why the 'Low-Cost' campaign is Firm 1's best response. Your explanation must use the specific profit values from the table.

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Updated 2025-09-27

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