search query: @author Thomas, L. / total: 10
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| Author: | Thomas, L. |
| Title: | Incumbent firms' response to entry: price, advertising, and new product introduction |
| Journal: | International Journal of Industrial Organization
1999 : MAY, VOL. 17:4, p. 527-556 |
| Index terms: | COMPANIES PRICES ADVERTISING NEW PRODUCTS |
| Language: | eng |
| Abstract: | Theoretical research shows that one of the more important determinants of entry is the anticipated response of incumbent firms. Incumbents can use price, advertising, or new products to limit or deter entry. Most empirical research however finds little support for these models. Using data from the ready-to-eat cereal industry the author finds that incumbents accommodate other incumbents on price and new products but use advertising to limit the scale of entry. |
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