Termination of Price Wars (PDF)
A Signaling Approach
(Sprache: Englisch)
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...
Michael Bungert...
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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.
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.
Autoren-Porträt von Michael Bungert
Prof. Dr. Michael Bungert promovierte bei Prof. Dr. Oliver P. Heil am Lehrstuhl für Marketing an der Universität Mainz. Er ist Professor und Referent für Internationale Hochschulkontakte an der Berufsakademie Villingen-Schwenningen.
Bibliographische Angaben
- Autor: Michael Bungert
- 2012, 2003, 240 Seiten, Englisch
- Verlag: Deutscher Universitätsverlag
- ISBN-10: 3322816257
- ISBN-13: 9783322816252
- Erscheinungsdatum: 06.12.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 37 MB
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Sprache:
Englisch
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