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| Author: | Hedderich, R. |
| Title: | Innovation, Imitation und Selektion im Handelsbetrieb |
| Journal: | Zeitschrift für Betriebswirtschaft
1997 : VOL. 67:5/6, p. 541-560 |
| Index terms: | MARKET STRUCTURE MARKET CONDITIONS RETAILING STRATEGY |
| Language: | ger |
| Abstract: | Knowing the position of a retail firm on the supply and demand side of its markets, allows us to infer which variables governing the processing of goods, services and money can be influenced by the firm and which are stochastic parameters. It allows us at the same time to analyze possible benefits of advertising. The entrepreneur tries to gain through selective behaviour - using innovation or imitation - competitive advantages. He aims to realize - simultaneously and efficiently - satisfy- ing levels of the interdependent variables governing the processing of goods, services and money as well as the firm's capacity and its advertising budget. |
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