How to fight price a war

  • Rao A
  • Bergen M
  • Davis S
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Abstract

In the battle to capture the customer, companies use a wide range of tactics to ward off competitors. Increasingly, price is the weapon of choice—and frequently the skirmishing degenerates into a price war.

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Authors

  • Akshay R. Rao

  • Mark E. Bergen

  • Scott Davis

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