Cut price, advertise, or innovate : a study of managerial decision tendencies in increasing market share.

• Main Authors: Lee, Shu Fen., Lee, Eileen Yi Ling., Poh, Xiao Wei.
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Management::Decision making
• Online Access: http://hdl.handle.net/10356/15392
• Institution: Nanyang Technological University

Price cut, advertising, and product innovation, the three common actions by managers to increase firms’ market shares, have always been focus of many studies. We have observed that out of the three actions, managers are more inclined to carry out price cuts particularly in highly competitive industr...