haku: @author Cutler, J. / yhteensä: 3
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| Tekijä: | Brodie, R. Bonfrer, A. Cutler, J. |
| Otsikko: | Do managers overreact to each others' promotional activity? Further empirical evidence |
| Lehti: | International Journal of Research in Marketing
1996 : OCT, VOL. 13:4, p. 379-388 |
| Asiasana: | RESEARCH MARKETING MANAGERS |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the generalisability of Leeflang and Wittink's findings that managers tend to under- and overreact to each others' promotional activity. Weekly supermarket scanner data similar to that used by Leeflang and Wittink is used to test hypotheses about price and promotion reactions by manufacturers and retailers to competitors' actions. The replication study provides even stronger evidence that managers tend to under- or overreact and thus their behavior deviates from the normative implications of economic theory. |
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