A Signaling Approach
Buch, Englisch, 240 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 351 g
ISBN: 978-3-8244-7956-6
Verlag: Deutscher Universitätsverlag
Michael Bungert investigates the possibility to terminate (non-beneficial) price wars through appropriate signals. In an experiment, he analyzes the effect of different types of signals such as switch-blocking intent, reciprocity, co-operation, weakness, and hostility on the price reaction behaviour of a competitor. The author shows the consequences of marketing moves such as individual refunding guarantees, coupons, image advertising, price-matching guarantees, verbal statements and unilateral price increase for the generation of the mentioned signals. He demonstrates that all signal types show a considerable effect on the probability of a co-operative price reaction.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
1. Introduction.- 1.1 Background of the Research Problem.- 1.2 Scientific Contribution, Focus and Particularities of the Analysis.- 1.3 Course of the Analysis.- 2. Basic Aspects of Price Wars.- 2.1 Definition Approaches of the Term ‘Price War’.- 2.2 General Factors Leading to Price Wars.- 2.3 The Termination of Price Wars, and Rationales for their Termination.- 2.4 Price War Dynamics: Empiric Findings and a Phase Scheme Suggestion.- 2.5 Other Types of Aggressive Competitive Pricing and Delimitation than Price Wars.- 2.6 Classification Approach and Conclusions on Definitions of Price Wars.- 3. Overview of the Literature on Price Wars.- 3.1 Typology of Price War Related Literature.- 3.2 Literature on Price Wars in Economics.- 3.3 Price Wars in the Marketing and Business Literature.- 3.4 Conclusions on Literature on Price War.- 4. General Approaches to Conflict Analysis and Termination.- 4.1. Relevant Aspects for Price Wars and their Termination from Game Theory and Economics.- 4.2 Basic Concepts of Signals and Signaling.- 4.3 Approaches to Conflict Resolution from other Social Sciences.- 5. A Signaling Approach to Price War Termination, and Hypotheses on Price War Termination Moves and Termination-Relevant Signals.- 5.1 Signaling as an Approach to Terminate Price Wars.- 5.2 Hypotheses on Moves and Interpretations concerning their Potential to Induce Co-operation.- 5.3 Hypotheses on the Impact of Other Types of Interpretations.- 6. Methods of Data Collection and Analysis for the Price War Termination Experiment.- 6.1 Basics on Experimental Design and Interaction Analysis.- 6.2 Experimental Method and Data Collection.- 6.3 Basics on Regression and Logistic Regression Data Analysis Procedures.- 6.4 Logistic Regression Models of the Hypothesized Relations.- 6.5 Frameworkof Hypothesized Relations.- 7. Results of the Signaling Experiment on Price War Termination.- 7.1 Some Descriptive Statistics on Subject Responses.- 7.2 Experimental Results of the Mediation Role of Signals on the Effects of Moves on Competitor Reaction.- 7.3 Experimental Results on the Moderation Effects of Impressions.- 7.4 The Matching of Marketing Moves as Enhancer of the Chance for a Co-operative Price Increase.- 7.5 The Reactions of Non-cooperative Subjects: A Closer Look.- 7.6 Discussion of the Concept and the Results of the Signaling Experiment on Price War Termination.- 8. Research and Managerial Implications.- 8.1 Research Implications.- 8.2 Managerial Implications.- List of Appendices.
