Table of contents
Using positioning models to measure and manage brand uncertainty
Amit K. Ghosh, Goutam ChakrabortyManagers often use positioning models to understand the perceptual structure of markets and make strategic plans. The objective of this paper is to improve strategic planning by…
Assessing the impact of a very successful price promotion on brand, category and competitor sales
John DawesMany studies have examined the short‐term and long‐term effects of price promotions. This study adds to previous research by examining, in some depth, the effects of a massively…
Positioning strategies and incidence of congruence of two UK store card brands
Charles BlanksonThis study examines the activities and congruence of positioning strategies in the UK store card sector. Using a triangulation research methodology, the results confirm the…
Factors influencing consumer perceptions of brand trust online
Hong‐Youl HaUnlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the…
The impact of market structure on pricing objectives of service firms
George J. Avlonitis, Kostis A. IndounasThe purpose of this research paper is to explore the pricing objectives that service companies pursue to set their prices and to examine the impact of market structure. An…
Duopoly pricing under risk aversion and parameter uncertainty
S. Chan Choi, Sharan JagpalMost pricing studies assume that firms have complete information about demand. In practice, managers must make decisions, given incomplete information about the demand for their…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou