Abstract
In recent years, heavy price competition is a common phenomenon in automobile industry. The central focus of this study is an empirical study on current situation of selected brand, Mercedes-Benz, in specific market, Thailand. The study aims to understand why fierce intrabrand price competition has become the norm. The term excessive has been used to indicate that price reduction has gone beyond margin that dealers have. Systematic analysis is being conducted by utilising well-accepted academic frameworks to look at the interacting forces not only at manufacturer level but also at the dealership level. This study is a serious attempt to examine the exact situation and the causes of massive intrabrand price competition.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Automotive Technology and Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
