Markup Pricing and Demand Uncertainty
In standard market theory demand and cost functions have to be known to compute optimal price or quantity responses. In case of risk or uncertainty the decisions depend on expectations, i.e. estimated parameters. Even in case of rational inference these expectations itself are uncertain, at least in case of limited cognitive abilities, perception or processing errors. Therefore ex post the expected utility maximizing behavior is not optimal in general. This paper shows that simple rules like Markup Pricing are more robust against errors and estimation risk and could outperform usual rational decision making.
|Date of creation:||10 Oct 1997|
|Date of revision:||01 Jun 1998|
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- Timothy PARK & Luanne LOHR, 1996.
"Wholesaler Markup Decisions Under Demand Uncertainty,"
96-13, University of Georgia, Department of Agricultural and Applied Economics.
- Park, Timothy A. & Lohr, Luanne, 1996. "Wholesaler Markup Decisions Under Demand Uncertainty," Faculty Series 16699, University of Georgia, Department of Agricultural and Applied Economics.
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"Uncertainty and the Theory of Mark-Up Pricing,"
Economics Discussion / Working Papers
84-04, The University of Western Australia, Department of Economics.
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- Robert E. Hall, 1986.
"The Relation Between Price and Marginal Cost in U.S. Industry,"
NBER Working Papers
1785, National Bureau of Economic Research, Inc.
- Hall, Robert E, 1988. "The Relation between Price and Marginal Cost in U.S. Industry," Journal of Political Economy, University of Chicago Press, vol. 96(5), pages 921-947, October.
- Joaquim Oliveira Martins & Stefano Scarpetta & Dirk Pilat, 1996. "Mark-Up Ratios in Manufacturing Industries: Estimates for 14 OECD Countries," OECD Economics Department Working Papers 162, OECD Publishing.
- Rotemberg, Julio J, 1982. "Sticky Prices in the United States," Journal of Political Economy, University of Chicago Press, vol. 90(6), pages 1187-1211, December.
- Leland, Hayne E, 1972. "Theory of the Firm Facing Uncertain Demand," American Economic Review, American Economic Association, vol. 62(3), pages 278-291, June.
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