Incumbent defense strategies against new product entry

Autor:	Adam J. Fein, Thomas S. Robertson, Hubert Gatignon
Rok vydání:	1997
Předmět:	Marketing Market position business.industry Reaction speed New product development Sample (statistics) Business Marketing mix Competitive response
Zdroj:	International Journal of Research in Marketing. 14:163-176
ISSN:	0167-8116
DOI:	10.1016/s0167-8116(96)00035-3
Popis:	The objective of this study is to estimate the effectiveness of different defense strategies when faced with a new product introduction by a competitor. Using a sample of in cumbentsacross a wide range of industries, we find that faster reactions to the new entrant have a positive impact on the perceived success of the defense strategy. However, the greater the breadth of reaction (number of marketing mix instruments used), the less successful is the defense. The ability of an incumbent to maintain its market position is also significantly affected by industry characteristics and the degree of competitive threat posed by the new product entry.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::57b554aaba3f3efe335d3d25669ccf07 https://doi.org/10.1016/s0167-8116(96)00035-3 Zobrazit plný text záznamu Full Text from ScienceDirect