January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your market
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What is a price war, where do they happen?
A price war occurs where one competitor in a market significantly undercuts the prices which leads to a cycle of one or more competitors lowering their prices in order to undercut each other. The objective is normally to gain commercial advantage, and the result is usually heavy ‘casualties’ on all sides.
Professor Michael Porter (2004) identified in his book, Competitive Advantage, the industry characteristics leading to intense levels of rivalry between firms that threaten industry profits. This is the context for potential price wars. These characteristics are listed below:
Industries with a large number of firms, particularly if they have similar market shares and ambitions to gain leadership over ...
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