A decision analysis approach for unique situation competitive bidding
Derek Bunn
(London Graduate School of Business Studies, London, UK)
Howard Thomas
(London Graduate School of Business Studies, London, UK)
189
Abstract
Looks at the competitive bidding situation in a single occasion context. Provides a “thinking algorithm” model based on decision analysis which requires the decision maker to make subjective assessments of uncertain quantities. Uses the case study of a tender of unpounded butter offered to J. Sainbury Ltd to consider aspects of the relevant theory of competitive bidding.
Keywords
Citation
Bunn, D. and Thomas, H. (1976), "A decision analysis approach for unique situation competitive bidding", European Journal of Marketing, Vol. 10 No. 3, pp. 169-175. https://doi.org/10.1108/EUM0000000005045
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited