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| Author: | Calantone, R. J. Benedetto, C. A. di |
| Title: | Defensive industrial marketing strategies |
| Journal: | Industrial Marketing Management
1990 : AUG, 19:3, 267-278 |
| Index terms: | INDUSTRIAL MARKET RESEARCH MARKET SHARE MARKETING STRATEGY BRAND CHOICE |
| Language: | eng |
| Abstract: | A model is proposed based on Hauser and Shugan's Defender model. The pattern of brand choice depends upon the distribution of the indifference curves in the population of consumers; this is referred to in the Defender model as the taste distribution function. The model finds profit contribution levels for each of the competitors, and therefore can serve as an effective tool for planning response strategies. It is shown how the application of the model to an actual industrial marketing situation answers the questions, how adversely the market share and profit contribution of a firm will be affected by a competitive launch, and what the consequences of possible defensive retaliations (adjusting price etc.) would be. |
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