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| Tekijä: | Herbig, P. Meliwicz, J. |
| Otsikko: | The impact of marketing signals on strategic decision-making ability and profitability |
| Lehti: | Marketing Intelligence and Planning
1995 : VOL. 13:7, p. 37-46 |
| Asiasana: | DECISION MAKING MARKETING STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | Examines the power of market signalling through a market simulation. Finds that use of marketing signals by firms within an industry is positively related to the profitability of the industry and the profits of the individual firms within the industry. The marginal contribution by the addition of another signaller to the industry is significant. However, there is a negative incentive for a firm to be the only signaller within an industry. |
SCIMA