1 - 6 of 6 articles
Most pricing studies assume that firms have complete information about demand. In practice, managers must make decisions, given incomplete information about the demand for their own products as well as those of their rivals. This paper develops a duopoly pricing model in which firms market...
Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines...
Many studies have examined the short‐term and long‐term effects of price promotions. This study adds to previous research by examining, in some depth, the effects of a massively successful price promotion in a consumer goods category. This study sought to determine if this large price promotion...
Managers often use positioning models to understand the perceptual structure of markets and make strategic plans. The objective of this paper is to improve strategic planning by suggesting how positioning models can be used to understand, measure, and manage brand uncertainty. A theoretical...
The purpose of this research paper is to explore the pricing objectives that service companies pursue to set their prices and to examine the impact of market structure. An extensive review of the literature revealed the complete lack of any previous work aiming to empirically investigate the...
This study examines the activities and congruence of positioning strategies in the UK store card sector. Using a triangulation research methodology, the results confirm the prevalence of challenging and aggressive branding activities. The findings identify “Service”, “Value for money”, and “The...
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