Understanding price‐tier competition: methodological issues and their managerial significance

During the last decade, we have witnessed a steady stream of research focusing on the nature of competition between different brand tiers (e.g. high‐priced brands vs low‐priced brands, national brands vs store label brands). Several interesting research findings have been reported in the literature. This article highlights the methodological issues associated with the research on price‐tier competition and delineates the connection between methodological issues and managerial implications of the substantive research findings.