search query: @indexterm RESOURCE ALLOCATION / total: 426
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| Author: | Kumar, K. Hadjinicola, G. |
| Title: | resource allocation to defensive marketing and manufacturing strategies |
| Journal: | European Journal of Operational Research
1996 : NOV 8, VOL. 94:3, p. 453-466 |
| Index terms: | RESOURCE ALLOCATION MARKETING MARKETING STRATEGY |
| Language: | eng |
| Abstract: | In this paper, the authors investigate the coordinated use of marketing and manufacturing strategies to formulate a defensive business strategy for an incumbent firm upon market entry. While defensive marketing strategies have been researched extensively, little has been done on defensive manufacturing strategies and even less on coordinating these two. The authors propose a formulation for the joint formation of a defensive strategy by the marketing and production functions under budget constraint conditions. |
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