Chen, Tao; Sun, Baohong; Singh, Vishal - In: Marketing Science 28 (2009) 4, pp. 740-758
The strategy Philip Morris adopted in 1993 featured a one-time, permanent, publicly announced price cut, an event referred to as Marlboro Friday. Little is known about the impact of permanent and publicly announced price cuts on consumer brand switching behaviors for an addictive product. In the...
