A Decision Analysis Approach for Unique Situation Competitive Bidding
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.
Competitive tendering, Decision making, Marketing planning, Models
Strategic Management Policy
Strategy and Organisation
European Journal of Marketing
BUNN, Derek and THOMAS, Howard.
A Decision Analysis Approach for Unique Situation Competitive Bidding. (1976). European Journal of Marketing. 10, (3), 169-175. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/3866