The existence of reference price effects in consumer decision making is well documented in prior research, but few studies focus on its implications for firms' strategic behavior. Using a competitive model, we address this gap by examining how firms' product positioning and pricing strategies in...

type="main" xml:id="rssa12004-abs-0001" <title type="main">Summary</title> <p>Product offerings in many grocery product categories in supermarkets display varied branding structures built around a discernible branding hierarchy typically comprising brands, subbrands and stock keeping units. Firms often want to know what...</p>

Firm strategy is widely recognized as a key determinant of firm performance. But firm strategy is an intangible quantity whose measurement, modeling and analysis have proven to be a challenge. Since firms most often express and communicate firm strategy in descriptive terms and in textual form,...