... that new product design under Stackelberg and Nash equilibrium cases are superior to ignoring competitor reactions. In our case studies, ignoring price competition results in suboptimal design and overestimation of profits by 12–79%, and we find that a product that would perform well in today’s market may...

..., and each firm’s profit function is differentiable. The FOC approach is more efficient than the sequential iteration method used in Ref. 22 . The sequential iteration method requires iterative solution of a series of nonlinear programming (NLP) problems for each manufacturer until Nash equilibrium...