How to win a price war, despite having a poor pricing structure

Companies that do not have the best cost structure can still come out on top in a price war. New research by Associate Professor Patrick Reinmoeller of Rotterdam School of Management, Erasmus University (RSM) shows that a carefully laid battle plan can result in victory – without having an optimal cost structure. It is possible for any company to win, provided it establishes that conditions are right for a price fight; picks a weaker opponent; confines itself to a clearly delineated area; as well as keep everything hush-hush in the run-up to the attack.