Guiltinan, Joseph P.

Professor in Department of Marketing, College of Business Administration, University of Notre Dame.

Research Interest: Price, service marketing

Published Papers: JM 2, JR 5, JCR 1, others 4.

Abstract

The paper compared aggressive and predatory pricing in the light of dynamic competitive strategies, and proposed a framework to understand and distinguish predatory pricing from such disciplines as marketing and psychology. It is assumed by neoclassical price theory that predatory pricing is motivated by profit maximization, to possess perfect information and to act calculatedly rational in their decisions. The author relaxed these assumptions based on marketing literatures and proposed four less restrictive principles for aggressive pricing: economic sacrifice to the aggressor firm, economic sense, harm to competitors and consequences for welfare. Market structure, strategic process of competitive interaction, management decision making in response to aggressive pricing were embrace to the framework to evaluate conditions for predatory pricing. Competitive interaction in the context of aggressive pricing strategies is critical in the dynamic model.

Marketing theory, game theory and behavioral research were adopted in the understanding of aggressive and predatory pricing. The traditional neoclassic economic assumptions were challenged. The model provided an integration of multidiscipline theories in domain of predatory pricing. It also offered a guide for structuring further public policy thinking regarding predation.

Reference:

*Guiltinan, Joseph P and Gregory-T Gundlach (1996), "Aggressive and Predatory Pricing: A Framework for Analysis," Journal of Marketing, 60(Jul), 3, 87-102.

Guiltinan, Joseph P (1993), "A Strategic Framework for Assessing Product Line Additions," Journal of Product Innovation Management, 10(Mar), 2, 136-147.

Guiltinan, Joseph P (1987), "The Price Bundling of Services: A Normative Framework," Journal of Marketing. 51 (Apr), 2, 74-85.

Skinner, Steven J; Joseph P Guiltinan (1985), "Perceptions of Channel Control," Journal of Retailing, 61(Winter), 4, 65-88.

Krentler, Kathleen A; Joseph P Guiltinan (1984), "Strategies for Tangibilizing Retail Services: An Assessment," Journal of the Academy of Marketing Science, 12(Fall), 4, 77-92.

Guiltinan, Joseph P and James H Jr. Donnelly (1983), "The Use of Product Portfolio Analysis in Bank Marketing Planning, Journal of Retail Banking, 5(Spring), 1, 15-24.

Guiltinan, Joseph P and James-H Jr. Donnelly(1982), "Retail Banking in the Maturity Era," Journal of Retail Banking. 4(Mar), 1, 35-40.

Guiltinan, Joseph P; Ismail B Rajab; William C Rodgers (1980), "Factors Influencing Coordination in a Franchise Channel," Journal of Retailing. 56(Fall), 3, 41-58.

Davis-Duane-L; Guiltinan-Joseph-P; Jones-Wesley-H (1979), "Service Characteristics, Consumer Search, and the Classification of Retail Services," Journal of Retailing. 55(Fall), 3, 3-23.

Joyce, Mary; Joseph P Guiltinan (1978), "The Professional Woman: A Potential Market Segment for Retailers," Journal of Retailing, 54(Summer), 2, 59-70.

Monroe, Kent B.; Joseph P Guiltinan (1975), "A Path-Analytic Exploration of Retail Patronage Influences, Journal of Consumer Research, 2(Jun), 1, 19-27.

Guiltinan, Joseph P (1974), "Planned And Evolutionary Changes In Distribution Channels, Journal of Retailing, 50(Summer), 2, 79-91,103.

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