Retail Pricing Strategies in Recession Economies: The Case of Taiwan
研究了衰退经济中零售商的定价策略，发现只有资源丰富的零售商能通过价值导向策略在衰退中胜出，对营销决策有参考价值。
In a recession economy, consumers tend to be more sensitive about price, and firms have difficulty obtaining necessary resources for effective pricing. However, previous studies into pricing appear to overlook the possible effect of economic environment on the effectiveness of a pricing strategy. By observing the current recession and the resultant price war in Asian countries, the authors examine marketing decisions by retailers in a recession economy. The authors propose a contingent model, based on organizational resources and consumer price consciousness, to guide the examination of the strategy–performance bond. The results show that only resource-abundant retailers are able to use strategies proposed in this study to thrive in a recession. A value-centric strategy outperforms all other approaches.