Price Wars and Revenue Performance in African Telecom Markets: Evidence from Zambia

Pafyako Malema and Muchemwa Sinkala
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Pafyako Malema: Graduate School of Business, University of Zambia
Muchemwa Sinkala: Graduate School of Business, University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 3

Abstract: This study examines the effect of price-war practices on firm revenue performance in Zambia’s telecommunications sector, with a focus on MTN and Airtel. Drawing on Bertrand competition theory and strategic competition theory, the study investigates whether aggressive pricing strategies directly enhance revenue or operate through intermediary market dynamics. A positivist research philosophy and explanatory research design were adopted. Primary data were collected from 250 employees using structured questionnaires, while secondary data were obtained from company annual reports and regulatory publications covering the period 2020–2024. Quantitative analysis was conducted using correlation and regression techniques. The findings reveal that price-war practices are strongly associated with improved market share performance (r = 0.705, p

Keywords: Price Wars; Revenue Performance; Market Share; Telecommunications; Strategic Competition (search for similar items in EconPapers)
JEL-codes: D43 L13 L96 M21 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-008

DOI: 10.59413/ajocs/v7.i3.37

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