“…We use the term positioning rather than commitment as it conveys a relationship to customers and competitors as well as indicating the firm's spending strategy. Some of the important contributions to the commitment literature are Bloch (1974), Eaton (1976), Rothschild (1976Rothschild ( , 1979, Spence (1986), Schmalensee (1978), Eaton and Lipsey (1978, 1979, 1980, Salop (1979), Dixit (1980), West (1981), Gilbert and Harris (1984), Bulow et al (1985), Fudenberg and Tirole (1984), Sutton (1991), and Bhattacharya and Bloch (2000). A variety of commitment strategies are examined, including the proportion of total costs that are sunk, expenditure on the maintenance of sunk assets, the location of firms, investments in product design and development, advertising, the hoarding of key inputs, and so forth.…”