Michael Bungert

Termination of Price Wars

A Signaling Approach

• Broschiertes Buch

Produktbeschreibung

The aim of Dr. Bungert's dissertation research is, in general, to invent a new approach to the termination of conflict in interdependent mixed-motive situations. More specifi cally, the conflict situation was in form of a price war setting. Dr. Bungert based some of his investigation on the concept of competitive market signaling concept. Research conducted over the past decade or so allows to argue that competitive signaling provides interesting explanations of factors and structures that may be relevant to firmlbusiness interaction in competitive markets and, thus, to con flict resolutions in general. In addition, Dr. Bungert combines approaches of game theory and social psychology in experimental research into a very creative framework. More precisely, Dr. Bungert managed not only to "solve" the research problem assig ned - he did so by employing most commonly used members of the marketing mix such as pricing/couponing or advertising. Naturally, thus, his work can be expected to have immediate managerial relevance and bearing. Further, the methodology employed (experiments, logit/probit analysis, etc.) is clearly reflective of state-of-the-art research methods in the marketing discipline.

Produktdetails

• Gabler Edition Wissenschaft
• Verlag: Deutscher Universitätsverlag / Gabler
• Artikelnr. des Verlages: 978-3-8244-7956-6
• Softcover reprint of the original 1st ed. 2003
• Seitenzahl: 268
• Erscheinungstermin: 26. November 2003
• Englisch
• Abmessung: 210mm x 148mm x 15mm
• Gewicht: 346g
• ISBN-13: 9783824479566
• ISBN-10: 3824479567
• Artikelnr.: 13792227

Autorenporträt

Prof. Dr. Michael Bungert promovierte bei Prof. Dr. Oliver P. Heil am Lehrstuhl für Marketing an der Universität Mainz. Er ist Professor und Referent für Internationale Hochschulkontakte an der Berufsakademie Villingen-Schwenningen.

Inhaltsangabe

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.