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| Tekijä: | Shankar, V. |
| Otsikko: | Pioneers' marketing mix reactions to entry in different competitive game structures: Theoretical analysis and empirical illustration |
| Lehti: | Marketing Science
1997 : VOL. 16:3, p. 271-293 |
| Asiasana: | MARKETING MIX COMPETITIVENESS STRATEGY ECONOMETRIC MODELS GAME THEORY RESOURCE ALLOCATION |
| Kieli: | eng |
| Tiivistelmä: | Pioneers' marketing mix reactions to new entries are important determinants of the outcome of pioneer-late mover competition, particularly in price-inelastic markets such as those for pharmaceuticals, cigarettes and luxury goods. This paper extends previous research by adding some critical factors, namely, the impact of new entry on the pioneer's elasticities and margin, and different competitive game structures to better predict and explain the pioneer's reactions. The paper develops analytical results on the pioneer's reactions in price, advertising, and salesforce in different competitive games. The results can guide managers on how factors such as competitive structure, changes in elasticities and margin, and market growth impact pioneer's marketing mix decisions and on when to accommodate/retaliate or not react to a late mover's entry ... |
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