haku: @author Helsen, K. / yhteensä: 5
viite: 5 / 5
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Tekijä: | Gatignon, H. Anderson, E. Helsen, K. |
Otsikko: | Competitive reactions to market entry : explaining interfirm differences. |
Lehti: | Journal of Marketing Research
1989 : FEB, VOL. 26:1, p. 44-55 |
Asiasana: | MARKETING STRATEGY COMPETITION |
Kieli: | eng |
Tiivistelmä: | Competitive reactions are regarded as a driving force affecting marketing decisions. It is examined how established firms in an oligopoly react to the entrance of a new competitor in their market.Each competitor decides whether to respond to an entrant by counterattacking, retreating, or not responding. Predicting these reactions is an important element of strategic marketing. |
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