Niecenowe bariery wejścia jako strategia obrony rynku

• Autorzy: Hanna Trojanowska

Warianty tytułu

Nonprice Barriers to Entry as Strategy to Defend Market

• Języki publikacji: PL

Abstrakty

Struktura rynku w dużym stopniu zależy od istnienia barier wejścia. Można je podzielić na cenowe i niecenowe. W tym artykule przedstawiam analizę wybranych niecenowych barier wejścia takich jak: różnicowanie produktu, efekt pierwszeństwa, lojalność konsumentów, rabaty ilościowe, wielkość firmy oraz inwestycje, integracja pionowa, zaufanie klientów, podnoszenie kosztów konkurencji oraz własnych. Problem niecenowych barier wejścia rozpatruję również na gruncie teorii gier. Z analizy niecenowych barier wejścia przedstawionych w tekście płynie wniosek, że im skuteczniejsze bariery wejścia na rynku, tym wyższe zyski można na nim osiągnąć. (abstrakt oryginalny)

EN

The structure of the particular market in a significant way depends on an existence of entry barriers. There are price and non-price entry barriers. In price entry barriers we can manipulate with the price. Among non-price barriers there are e.g.: product differentiation, patents, consumer confidence. Although firms don't use the price directly in non-price entry barriers they also aim to establish the highest possible price in order to gain the highest possible profits. On the markets where the entry barriers are ineffective the number of firms is higher but the level of profits is lower. In the opposite. If the barriers are effective the profits are higher. Therefore building barriers to entry are in the interests of each company. (original abstract)

Słowa kluczowe

PL

Ceny; Strategia cen; Mikroekonomia

EN

Prices; Pricing strategies; Microeconomics

• Czasopismo: Zarządzanie Zmianami : zeszyty naukowe
• Rocznik: 2010
• Numer: nr 3
• Strony: 43-59

Twórcy

autor

Hanna Trojanowska

• Wyższa Szkoła Zarządzania / Polish Open University

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