Mathur, Sameer; Sinitsyn, Maxim - In: International Journal of Industrial Organization 31 (2013) 5, pp. 404-416
ability to pay, prevalent in an emerging market, influence the depth and frequency of price promotions offered by competing … precisely the opposite results. First, price promotions offered in an emerging market (with middle-class consumers) are … shallower than those offered in a developed market (without middle-class consumers). Second, relatively deep price promotions …