search query: @author DeSarbo, W. S. / total: 23
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| Author: | Choi, S. C. Desarbo, W. S. Harker, P. T. |
| Title: | Product positioning under price competition. |
| Journal: | Management Science
1990 : FEB, VOL. 36:2, p. 175-199 |
| Index terms: | POSITIONING NEW PRODUCTS COMPETITIVENESS GAME THEORY |
| Language: | eng |
| Abstract: | A consumer-based methodology for new product pricing and positioning in the face of price competition is presented. The price competition is modelled as a Nash equilibrium for which two complementary approaches are employed: an analytical approach of duopoly provides qualitative insights into the competitive behaviour, and a numerical approach of general oligopoly provides quantitative solutions under a wide variety of market scenarios. |
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