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the equilibrium product positioning and pricing of the two brands. We model a competitive setting in which there is ex …
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. Currently, NBs continue with their higher pricing, to sustain their brand equity. On the other hand, grocery retailers continue … line expansion, newer pricing strategies, investments in both online and offline store formats, and strategic collaboration …
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We analyze the strategic behavior of firms when demand is determined by a rule of thumb behavior of consumers. We assume consumer dynamics where individual consumers follow simple behavioral decision rules governed by imitation and habit as suggested in consumer research. On this basis, we...
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