“…From a marketing perspective, credit provision forms part of a product package used to influence the elasticity of demand (Kaplan, 1967;Nidiri, 1969;and Ingves, 1984). It is an important supplier selection criterion, especially where products are otherwise hard to differentiate (Shipley and Davis, 1991;and Deloof and Jegers, 1996). The incremental cash flows arising from the decision to extend credit can offer a valuable asset to the firm (Schwartz, 1974;and Kim and Atkins, 1978).…”