haku: @author Carpenter, G. S. / yhteensä: 4
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| Tekijä: | Carpenter, G. S. Nakamoto, K. |
| Otsikko: | Competitive strategies for late entry into a market with a dominant brand. |
| Lehti: | Management Science
1990 : OCT, VOL. 36:10, p. 1268-1278 |
| Asiasana: | MARKETING STRATEGY BRAND LOYALTY |
| Kieli: | eng |
| Tiivistelmä: | Optimal positioning, advertising, and pricing strategy for a firm contemplating entry in a market dominated by an entrenched competitor are considered. An individual-level model is developed that reflects differing consumer responses to similar products offered by the dominant brand and later entrants. From the resulting aggregate market response model several competitive implications are derived. Preference asymmetry can contribute to the persistent competitive advantage of dominant brands. |
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