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| Author: | Simon, H. |
| Title: | Hysteresis in marketing: a new phenomenon? (Absatzstrategie) |
| Journal: | Sloan Management Review
1997 : SPRING, VOL. 38:3, p. 39-49 |
| Index terms: | |
| Freeterms: | MARKETING, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Hysteresis is a phenomenon in which a temporary change in one factor causes a permanent change in another. In hysteresis an effect remains after its cause has disappeared. Does this phenomenon exist in marketing and competition? Can companies predict and take advantage of this effect? Equally important, can they avoid becoming its victims? This article reports on a survey of business executives and case studies that prove that hysteresis not only occurs in marketing but also has important managerial implications. |
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