The Flanking in a Price War described a way to survive a market when main competitors try to gain market share by cutting prices. IGA made an investment to conduct an experiment to produce a plan to survive a price war. The gain in market share was unexpected since the only thing that IGA was concerned about was to be able to stay in business. The main point here is that all businesses need to have a plan just in case a price war happens. Like in the article, the initiator thought that the other companies’ response time would take at least three weeks. They were wrong and the competitors put into place their own plans for the price war. In the end, all companies wound up back where they started except two of them. Those two gained s
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