haku: @indexterm Industrial marketing / yhteensä: 439
viite: 220 / 439
| Tekijä: | Calantone, R. J. Benedetto, A. C. di |
| Otsikko: | Defensive marketing in globally competitive industrial markets. |
| Lehti: | Columbia Journal of World Business
1988 : FALL, VOL. 23:3, p. 3-14 |
| Asiasana: | INDUSTRIAL MARKETING COMPETITIVENESS INTERNATIONAL MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The use of product positioning maps by industrial product managers involved in globally competitive markets is shown. An analytic product positioning model is presented, which permits incumbent producers of industrial goods to defend themselves against competitive attack by multinational competitors. Competitive market entry, defensive blocking and retaliatory repositioning strategies are examined within a global framework. The study draws upon a recent analytic positioning model - that of Hauser and Shugan, 1983 - suitably adapted to global competitive situations and industrial markets. Strategic outcomes and resulting profit and market share levels are derived in a number of real-life applications. |
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