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What is the price leadership model of Oligopoly pricing and what are its tactics?

Marketing Jan 11, 2021

What is the price leadership model of Oligopoly pricing and what are its tactics?

Expert Solution

The price leadership model predicts that firms will follow other firms' pricing decisions, usually the first firm to price the good or service. In an oligopolistic market, the firms sell similar products, so the competition is normally based on product quality, branding, and advertising, not price. Say there are 3 firms, firm A, firm B, and firm C, in an oligopoly and firm A, the price leader, chooses a price of $100, firms B and C will follow and also choose $100. If either firm B or C chooses a price higher than $100, consumers will not purchase their products since they can just purchase the product from firm A at a lower price. If either firm B or C chooses a price lower than $100, firm A will respond and lower their price to match it. This lower price will result in lower profits for all three companies, which is not a good outcome. Since firms B and C know this, they choose the same price as firm A.

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