Does competitive advantage count for anything?

Despite all the talk and bluster, Vivas have come out and topped the recent VHI increase in prices for health insurance. They have increased their prices by 10.5% compared to 8.5% by the VHI. (See here for more details from the Irish Independent).

Unsurprisingly, it is noted that it is likely that Quinn Healthcare are planning on increasing their prices as soon as their 1 year price freeze is over early next year.

Do none of these companies look at the market and think that there’s competitive advantage to be had by being competitive on price? Rather than mimicing their rivals price increase for price increase, can one of the three not use prices to attract customers rather than take advantage of the fear of “going public” that still afflicts Irish consumers?

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