Price plays a very important role in any consumer buying decision process. One of the attempts to explain the consumer behavior vis-à-vis pricing involves the idea of reference pricing. It is very common to find practices of external reference pricing or advertised reference pricing by the...

Constantly rising expenditures for pharmaceuticals require government intervention in firms' pricing decisions. To this end, reference pricing systems are a frequently employed regulatory mechanism. This paper considers a duopoly market with vertically differentiated firms under different...