ADVANCED SALE OF SERVICE CAPACITIES: A THEORETICAL ANALYSIS OF THE IMPACT OF PRICE SENSITIVITY ON PRICING AND CAPACITY ALLOCATIONS Lee, Khai Sheang (Ph.D.) Associate Professor, Department of Marketing Faculty of Business Administration National University of Singapore 10 Kent Ridge Crescent Singapore 119260 Tel: (65) 874 3163 Email: bizleeks@nus.edu.sg Ng, Irene C.L. Chairman C L Ng & Associates (H.K.) Ltd C-15-2, No. 2 Jln 15/119, Awanapuri, Taman Mutiara Barat, Cheras, Kuala Lumpur 56000, Malaysia Tel: (60) 3 933-5601 Fax: (60) 3 933-4601 E-mail: irene.ng@exeter.ac.uk March 27, 1999 Published in Journal of Business Research, 2001, Vol. 54, pp219-225 Khai-Sheang Lee is an Associate Professor at the Department of Marketing, Faculty of Business Administration, National University of Singapore. Irene Ng is the Chairman of C L Ng & Associates (H.K.) Ltd, a management consulting firm operating out of Singapore, Malaysia and Hong Kong and the Group Vice-Chairman of Sri America Tourism Group companies. She is currently completing her Ph.D. at the National University of Singapore. Please direct all correspondences to the second author.