... Emerald Group Publishing Limited 2004 Price positioning Consumer goods Competitors Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article. Price promotions are endemic in consumer packaged goods markets. In 1987, Abraham...

... from the “expected” profits that are being optimized (Πˆ_{i). Hence the “optimal” price strategy for the risk‐neutral firm based on the estimated demand function may not be truly optimal. © Emerald Group Publishing Limited 2004 Uncertainty management Pricing Competitors Game}...