search query: @author Anderson, E. / total: 27
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| Author: | Gatignon, H. Anderson, E. Helsen, K. |
| Title: | Competitive reactions to market entry : explaining interfirm differences. |
| Journal: | Journal of Marketing Research
1989 : FEB, VOL. 26:1, p. 44-55 |
| Index terms: | MARKETING STRATEGY COMPETITION |
| Language: | eng |
| Abstract: | Competitive reactions are regarded as a driving force affecting marketing decisions. It is examined how established firms in an oligopoly react to the entrance of a new competitor in their market.Each competitor decides whether to respond to an entrant by counterattacking, retreating, or not responding. Predicting these reactions is an important element of strategic marketing. |
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