search query: @author Leeflang, P. / total: 6
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Author: | Leeflang, P. Wittnik, D. |
Title: | Competitive reaction versus consumer response: do managers overreact? |
Journal: | International Journal of Research in Marketing
1996 : APR, VOL. 13:2, p. 103-120 |
Index terms: | MARKETING RESEARCH STRATEGY |
Language: | eng |
Abstract: | The authors study the relationship between competitive reaction elasticities and cross- and own-market share elasticities. Prescriptions derived from economic theory indicate that the product of the reaction elasticity and the own market share elasticity equals the cross-market share elasticity, if managers aim to maintain their brands' market shares. The authors develop a framework that consists of all possible combinations of (dichotomized) cross market share-, competitive reaction-, and own-market share effects. |
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