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| Author: | Waarts, E. Wierenga, B. |
| Title: | Explaining competitors' reactions to new product introductions: The roles of event characteristics, managerial interpretation, and competitive context |
| Journal: | Marketing Letters
2000 : FEB, VOL. 11:1, p. 67-79 |
| Index terms: | NEW PRODUCTS COMPETITION MANAGEMENT DECISION MAKING MARKET STRUCTURE MARKETING |
| Language: | eng |
| Abstract: | A general model of competitive response is developed to examine the mediating role of interpretation factors between event characteristics and reaction decisions, and to study the contextual factors moderating the relationship between event characteristics and interpretations. |
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