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Price War for the Lost Symbol

Jim Riley

16th September 2009

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Another price war has broken out amongst retailers, this time over Dan Brown’s new book, The Lost Symbol. Asda is leading the way by selling the book for £5, well below its recommended retail price of £18.99. For economics students, this story could spark a debate about different ways companies compete. For business students, it is a great example of a loss leader.

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Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

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