... result supports Aykac et al.'s (1989, p. 45) intuition that, “Under risk aversion one would sacrifice some expected profits in order to reduce profit variation”. © Emerald Group Publishing Limited 2004 Uncertainty management Pricing Competitors Game theory Most...

... 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...