haku: @journal_id 1343 / yhteensä: 429
viite: 44 / 429
| Tekijä: | Sivakumar, K. |
| Otsikko: | Price-tier competition: Distinguishing between intertier competition and intratier competition |
| Lehti: | Journal of Business Research
2003 : DEC, VOL. 56:12, p. 947-959 |
| Asiasana: | Marketing Brands Quality Pricing Competition Models |
| Vapaa asiasana: | Price tiers Price promotions |
| Kieli: | eng |
| Tiivistelmä: | Understanding price-tier (herein: p-t.) competition (herein: p-t-c.) has become an important subject of scholarly inquiry due to its relevance for retailers and manufacturers. Existing findings on p-t-c. demonstrate asymmetries between brands in different p-t's (i.e. intertier competition, here: intert. c.). However, portfolios of realistic retailers often consist of multiple brands clustered in p-t's and many consumers switch within p-t's (i.e. intratier competition, here: intrat. c.). The author argues that it is necessary to understand intert. c. as distinct from intrat. c. to obtain an understanding of brand competition in the market place. Through an analytical framework, the article demonstrates significant differences btw. intert. c. and intrat. c. and within intrat. c. depending on whether the competition is within the high p-t. or within the low p-t. |
SCIMA