Retaliatory Behavior to New Product Entry

Autor:	Sabine Kuester, Christian Homburg, Thomas S. Robertson
Rok vydání:	1999
Předmět:	Marketing Focus (computing) business.industry 0502 economics and business 05 social sciences Threatened species New product development 050211 marketing Business Business and International Management Construct (philosophy) 050203 business & management
Zdroj:	Journal of Marketing. 63:90-106
ISSN:	1547-7185 0022-2429
Popis:	In this article, the authors focus on the defense strategies that firms pursue when threatened by rival new products in their markets. They investigate retaliation as a multidimensional construct. The integrative framework combines the analysis of the marketing instrument used to react and the speed and breadth of retaliation. Results emphasize the importance of the rival product's innovativeness in generating a reciprocal retaliation (a move in kind), though innovativeness slows the incumbent's reaction time. Market growth encourages rapid retaliation, especially on the product mix, whereas in concentrated markets, firms react less strongly on the product mix and exhibit slower reactions. The study also captures the phenomenon of incumbent inertia: Larger incumbents retaliate less strongly and more slowly.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2a492d463906dfbfcea20a5683ff0637 https://doi.org/10.1177/002224299906300408 Zobrazit plný text záznamu Plný text ve formátu PDF