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| Author: | Otero-Neira, C. Varela, J. Garcia, T. |
| Title: | Competitive reaction to the introduction of a new product: an exploratory market signalling study |
| Journal: | Journal of Strategic Marketing
2010 : AUG, VOL 18:5, p. 379-394 |
| Index terms: | signaling competitive strategy competitive advantage |
| Language: | eng |
| Abstract: | Introduction of a new product is one of the variety of marketing strategies firms use to improve their competitive position. The reaction of the competing firms is one determinant for the success of these strategies. The article aims to expand the existing signaling theory by studying the relationships between innovativeness, competitive intensity and market signals, and by studying the relationships between market signals, rival knowledge and type of competitive reaction. Data was collected from 93 respondents from the food and chemical industries (for which new product introductions are common). |
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