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| Author: | Deshpande, R. Gatignon, H. |
| Title: | Competitive analysis |
| Journal: | Marketing Letters
1994 : JUL, VOL. 5:3, p. 271-287 |
| Index terms: | MARKETING DECISION MAKING COMPETITIVENESS |
| Language: | eng |
| Abstract: | Despite the strategic importance of understanding competitive structure and the dynamics of competitive behavior, there has been almost no empirical study of how managers perform these analyses. The authors provide a conceptualization of how competitive analyses can be framed by decision makers and for researching how human biases in decision making and corporate culture impact on the nature and use of competitive analysis information. |
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