Term:
Fighting brand
Definition:
A Fighting brand refers to a new brand of an existing or similar product which is priced very low or below costs and is made available for a limited time period in specific market areas in order to combat competition from other (usually smaller) firms.
Domain:
Finance
Source:
Glossary of Industrial Organisation Economics and Competition Law, compiled by R. S. Khemani and D. M. Shapiro, commissioned by the Directorate for Financial, Fiscal and Enterprise Affairs, OECD, 1993
