Detailansicht
Termination of Price Wars
A Signaling Approach
ISBN/EAN: 9783824479566
Umbreit-Nr.: 1255465
Sprache:
Englisch
Umfang: XXIV, 240 S., 1 s/w Illustr., 240 p. 1 illus.
Format in cm: 1.5 x 21 x 14.8
Einband:
kartoniertes Buch
Erschienen am 26.11.2003
Auflage: 1/2003
- Zusatztext
- InhaltsangabeBasic aspects of price wars Overview of the literature on price wars General approaches to conflict analysis and termination Hypotheses on price war termination moves and termination-relevant signals Data collection and statistical analyses for the price war termination experiment Results of the experiment
- Kurztext
- 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.
- Autorenportrait
- InhaltsangabeBasic aspects of price wars Overview of the literature on price wars General approaches to conflict analysis and termination Hypotheses on price war termination moves and termination-relevant signals Data collection and statistical analyses for the price war termination experiment Results of the experiment