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Facilitating Fit-Revelation in the Competitive Market

出版	SSRN, 2015
URL	http://books.google.com.hk/books?id=zPbazwEACAAJ&hl=&source=gbs_api

註釋This study examines firms' strategic decisions in the competitive market regarding whether to engage in marketing activities to assist consumers find the fit between their personal tastes and products' horizontal attributes. We find that competitive firms' strategies to facilitate fit-revelation critically depend on the product qualities they offer. In particular, a firm offering a high quality product is more likely to facilitate fit-revelation in the competitive market than it would as a market monopolist, whereas a firm offering a low quality product is less likely to do so. In addition, the firm offering the high quality product implements fit-revealing activities in a greater intensity than its rival that offers the low quality product, if the quality difference between the two products is small and both products' qualities are sufficiently high.