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| Author: | Karakaya, F. Yannopoulos, P. |
| Title: | Defensive strategy framework in global markets |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1077-1100 |
| Index terms: | defence market entry marketing strategy international marketing competition |
| Language: | eng |
| Abstract: | The paper aims to construct a framework for a defensive strategy for existing companies against competition created by new companies entering the market. This is done by integrating market entry modes and typology. The authors examine the impact which the use of mental models of competitive advantage have in incumbent companies' reaction to market entry. |
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