A Decision Analysis Approach for Unique Situation Competitive Bidding

Author

Derek BUNN, London Graduate School of Business Studies
Howard THOMAS, Singapore Management UniversityFollow

Publication Type

Journal Article

Publication Date

1976

Abstract

Looks at the competitive bidding situation in a single occasion context. Provides a "thinking algorithm" model based on decision analysis which requires the decision maker to make subjective assessments of uncertain quantities. Uses the case study of a tender of unpounded butter offered to J. Sainbury Ltd to consider aspects of the relevant theory of competitive bidding.

Keywords

Competitive tendering, Decision making, Marketing planning, Models

Discipline

Strategic Management Policy

Research Areas

Strategy and Organisation

Publication

European Journal of Marketing

Volume

10

Issue

3

First Page

169

Last Page

175

ISSN

0309-0566

Identifier

10.1108/EUM0000000005045

Publisher

Emerald

Citation

BUNN, Derek and THOMAS, Howard. A Decision Analysis Approach for Unique Situation Competitive Bidding. (1976). European Journal of Marketing. 10, (3), 169-175.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/3866

Additional URL

https://doi.org/10.1108/EUM0000000005045