search query: @author Gatignon, H. / total: 16
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| Author: | Gatignon, H. Robertson, T. Fein, A. |
| Title: | Incumbent defense strategies against new product entry |
| Journal: | International Journal of Research in Marketing
1997 : MAY, VOL. 14:2, p. 163-176 |
| Index terms: | INNOVATION DEFENCE STRATEGY |
| Language: | eng |
| Abstract: | The objective of this study is to estimate the effectiveness of different defense strategies when faced with a new product introduction by a competitor. Using a sample of incumbents across a wide range of industries, the authors find that faster reactions to the new entrant have a positive impact on the perceived success of the defense strategy. However, the greater the breadth of reaction, (number of marketing mix instruments used), the less successful is the defense. |
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