Abstract
A firm needs to tailor its pricing strategy to the particular competitive setting it faces. We show how a firm can select a pricing strategy that yields higher expected profit than other simple pricing strategies for the competitive conditions encountered. We show that no one strategy yields the highest expected profit for all competitive settings. In particular, we find that a more aggressive pricing strategy is needed for those markets that are either very cooperative or very competitive, while a more cooperative pricing strategy is preferred for markets which have a moderate degree of competition. We also find that a more aggressive pricing strategy is needed as the number of competitors increases. Our results suggest how to choose the pricing strategy that yields the highest expected profit given the likely behavior of a firm's competitors.
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The authors thank Terry Elrod and Robert Lusch for their comments on earlier versions of this paper.
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Griffith, D.E., Rust, R.T. Effectiveness of some simple pricing strategies under varying expectations of competitor behavior. Marketing Letters 4, 113–126 (1993). https://doi.org/10.1007/BF00994070
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DOI: https://doi.org/10.1007/BF00994070