How to protect your premium product from low-price competitors: : Price, quality, or portfolio adjustment?

• Autores: Peter-J. Jost
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 31, Nº 3, 2014, págs. 253-265
• Idioma: inglés
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• Resumen

  • In a game-theoretic framework, I analyze how a brand manufacturer can thwart new entrants into its market. Three strategic options are considered, a price adjustment of the premium product, a quality adjustment of the premium product and a portfolio adjustment of adding a fighter brand. In a basic setup, I show that the incumbent's best response to entry is to choose a portfolio adjustment. If, however, the incumbent is uncertain about whether the rival firm will enter the market, a price adjustment of the premium product might be the better alternative if launching the fighter brand is associated with costs. Moreover, if technological progress improves the efficiency of product development, a combined quality and portfolio adjustment might be the best alternative for the incumbent.