But the discounters may retaliate with their own price cuts, leaving both with lower profits.
As a result, all firms make lower profits than if none had offered discounts.
It means more choice for passengers, but lower profits for operators and less income for the government.
Apple shares jumped, then dropped, after the company reported lower profits and margins in its fiscal second quarter.
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Chances are that Avis and Enterprise will respond in kind, and the result will be lower profits all around.
For power producers like Exelon and NextEra Energy, they mean sharply lower profits.
Paying higher interest rates on loans leads to lower profits, and, in turn, slows the growth of a business, he says.
Or to put it another way, British Gas is earning lower profits than when many would have accused it of profiteering.
The consumer interest is and should be paramount: if that means lower profits for publishers of college textbooks so be it.
The first is that European firms have so far absorbed, in the form of lower profits, some of the euro's rise.
Camera and film company Eastman Kodak also reported sharply lower profits and outlined a restructuring which will see about 3, 500 jobs cut.
The only problem is that less spending means less economic growth, which, in turn, could easily mean lower profits for corporate America.
As for Baker's lower profits per partner, this is a misleading measure.
Suning is among a number of big Chinese retailers reporting sharply lower profits in the first half of 2013 from a year earlier.
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In response to the cutbacks, the nation's largest shippers, including Roadway, USFreightways and CNF have warned of lower profits in the coming months.
Put bluntly, Russian businesses, or at least the big ones, will at best have much higher tax bills and lower profits in future.
Despite lower profits, the company posted better than expected iPhone sales of around 37.4 million, a 7% growth compared to the same period in 2012.
The biggest culprit fingered by JetBlue for the lower profits was the cost of jet fuel, which rose 58% from the second quarter of 2010.
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So the risk of lower profits in some business segments looms.
Think austerity equals slowdown equals unemployment equals expectation of lower profits.
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Would lower profits cause brand owners to invest less in future?
Shinkong and China Life rely much more on first-year premiums than Cathay and, since the first-year premium is such a low-margin business, it means lower profits.
Ideally, public-firm managers would be able to convey to analysts and investors that lower profits near term would lead to future gains once those investments became productive.
In retrospect, Kodak should have taken the charge of leading that transformation and driving that crossover faster even if it resulted in interim lower profits and revenues.
Contracts with CVS Caremark for McKesson and competitor Cardinal Health are both up for renewal this summer, suggesting lower profits ahead if CVS decides to squeeze its suppliers.
Could it weather the risks as easily with lower profits?
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More inventory means higher financing costs, which means lower profits.
Amid new regulation, lower profits and a dreary market for mergers and acquisitions, several banks are planning to trim investment-banking units that were built for an era of deals aplenty.
Despite the sharply lower profits and a negative climate for business banking in the US, the firm said it was still confident it could deliver double-digit income growth this year.
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