Multiple Choice

Two competing firms, Innovate Inc. and Market Leader Co., are deciding on their advertising strategy for a new product. They can either choose a 'High Budget' or a 'Low Budget' campaign. The table below shows the resulting profits for each firm based on their combined choices. The profits are listed as (Innovate Inc.'s Profit, Market Leader Co.'s Profit) in thousands of dollars.

Market Leader: Low BudgetMarket Leader: High Budget
Innovate Inc: Low Budget(100, 80)(50, 120)
Innovate Inc: High Budget(150, 40)(70, 60)

If you are the manager for Innovate Inc. and you know for certain that Market Leader Co. will choose a 'High Budget' campaign, what is your best response to maximize your own firm's profit?

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Updated 2025-08-11

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