Price wars are a common element of business competition. Fighting a price war can have a lasting impact on a company, in terms of market share, profitability or even survival. However, much of the economic theory on price wars is based on mathematical simulation of incentives and rationale, rather than observation of practice. This PhD will investigate the applied economics of price wars through a historical analysis of how they began, how they were fought and outcomes achieved. Importantly this project will explore the lived experiences of those that were involved in price wars, as a means of understanding the motivation of different tactics deployed and how the results of the price war was interpreted by the various stakeholder. This is an exciting PhD for a researcher interested in understanding the role of price wars in business strategy and the economics of their deployment.

Expression of interests should be directed to Dr Andrew Angus.