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Entry Deterrence in Markets with Consumer Switching Costs.

Abstract:

In many markets consumers have transaction or learning "switching costs" between functionally undifferentiated brands. New entry into such markets may be deterred either by large customer bases and/or large switching costs, which deny customers to an entrant, or by small customer bases and/or small switching costs, which mean an incumbent will respond aggressively to an entrant. An incumbent threatened by entry may therefore price either lower or higher than otherwise. A firm with the right t...

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Authors


Paul D Klemperer More by this author
Journal:
Economic Journal
Volume:
97
Publication date:
1987
URN:
uuid:e4f31b78-1e99-44ec-ae89-a3bdb33afe6d
Local pid:
oai:economics.ouls.ox.ac.uk:10537
Language:
English

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