Especially problematic for conventional price promotion
theories is the observation of some small retailers with
heavy discounting and others with a high-price strategy in
the same homogeneous goods market. Previewing our
empirical analyses of Internet booksellers, both Worthy and
a1Books are small retailers with similar Internet reach and
site popularity. They sell many of the same books (a1Books
carries 90% of the books carried by Worthy in our sample)
and also compete with the larger retailers, such as Amazon.