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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1. Verfasser: Bungert, Michael (VerfasserIn)
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: Wiesbaden Deutscher Universitätsverlag 2003
Ausgabe:1st ed. 2003
Schlagworte:
Online-Zugang:BTU01
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Zusammenfassung: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
Beschreibung:1 Online-Ressource (XXIV, 240 p. 1 illus)
ISBN:9783322816252
DOI:10.1007/978-3-322-81625-2

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