Termination of Price Wars : a Signaling Approach /
Price competition frequently degenerates into its most devastating form: a price war. As the general consensus is that price wars substantially damage the firms involved a new approach is necessary to put an end to these conflicts. Michael Bungert investigates the possibility to terminate (non-benef...
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| Format: | eBook |
| Language: | English |
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Wiesbaden :
Deutscher Universitätsverlag,
2003.
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | Price competition frequently degenerates into its most devastating form: a price war. As the general consensus is that price wars substantially damage the firms involved a new approach is necessary to put an end to these conflicts. Michael Bungert investigates the possibility to terminate (non-beneficial) price wars through appropriate signals. In an experiment, he analyzes the effect of different types of signals such as switch-blocking intent, reciprocity, co-operation, weakness, and hostility on the price reaction behaviour of a competitor. The author shows the consequences of marketing moves such as individual refunding guarantees, coupons, image advertising, price-matching guarantees, verbal statements and unilateral price increase for the generation of the mentioned signals. He demonstrates that all signal types show a considerable effect on the probability of a co-operative price reaction. |
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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (xxiv, 240 pages 20 illustrations) |
| ISBN: | 9783322816252 (electronic bk.) 3322816257 (electronic bk.) |