haku: @indexterm HYSTERESIS / yhteensä: 10
viite: 10 / 10
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| Tekijä: | Simon, H. |
| Otsikko: | Hysterese in Marketing und Wettbewerb |
| Lehti: | Zeitschrift für Betriebswirtschaft
1995 : VOL. 65:10, p. 1155-1182 |
| Asiasana: | HYSTERESIS MARKETING COMPETITION EXECUTIVES |
| Kieli: | ger |
| Tiivistelmä: | Hysteresis is a permanent change in a dependent variable caused by a temporary change in an independent variable. Hysteresis has been observed in science (e.g. magnetic retentiveness) and economics (e.g. umemployment). The present paper investigated whether hysteresis exists in marketing and under which circumstances it may occur. A survey of business executives and an analysis of five case studies provide evidence that hysteresis not only occurs in marketing but that it carries important managerial implications. The hysteresis situations reveal typical common characteristics. The phenomenon provides unique strategic opportunities for those companies able to take advantage of it an created dangers for those companies unaware of its effects or reluctant to take action. Building blocks of theory of hysteresis in marketing are suggested. |
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