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Even a Losing Bid Can Pay Off
November 18, 1996 |WSJ pg A12 | by Adam Brandenburger, a professor at Harvard Business School. Barry Nalebuff is a professor at Yale School of Management. They are the authors of "Co-opetition " (Currency/Doubleday, I996).

What might you have done differently? You could have bid lower. but there's no guarantee that would have worked any better. The problem with the strategy was more basic. The right question to ask is: How important is it to the customer that you bid? If your bidding is important-even if the customer is just trying to gain leverage against his current supplier—then you should get compensated for playing the game.
game_theory  pricing  questions  strategy  coopetition  Monsanto  negotiations  auctions  Adam_Brandenburger  Barry_Nalebuff 
august 2012 by jerryking
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