Case Study

Strategic Business Decision

Two competing firms, Firm A and Firm B, must simultaneously decide whether to set a 'High Price' or a 'Low Price' for their product. The table below shows the resulting profits for each firm based on their choices. The payoffs are listed as (Firm A's Profit, Firm B's Profit).

Firm B chooses High PriceFirm B chooses Low Price
Firm A chooses High Price($10M, $10M)($3M, $12M)
Firm A chooses Low Price($12M, $3M)($5M, $5M)

Assuming Firm A knows that Firm B has committed to setting a 'High Price', what is Firm A's best response to maximize its own profit? Explain your reasoning by comparing the relevant outcomes for Firm A.

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Updated 2025-09-21

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