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| Author: | Kumar, K. R. Sudharshan, D. |
| Title: | Defensive marketing strategies : an equilibrium analysis based on decoupled response function models. |
| Journal: | Management Science
1988 : JUL, VOL. 34:7, p. 805-815 |
| Index terms: | NEW PRODUCTS MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | The entry of a new product (attacker) into a competitive market is likely to provoke responses from some or all of the existing products (defenders). Investigated is the development of optimal defensive strategies based on an understanding of the possible reactions of all the defenders to an optimal attack. Demonstrated is the impact of using decoupled response function models for advertising and distribution on the derivation of optimal defense strategies. Optimal defense dictates lowering price in markets with uniformly distributed consumer tastes. |
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