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  • 1
    Köln u.a. : Fortis-Verl. FH u.a.
    Person(s): Waarts, Eric
    Type of Medium: Book
    Pages: 640 S.
    ISBN: 393343050X
    Series Statement: Fortis FH
    Uniform Title: NIMA marketing lexicon
    Language: German
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  • 2
    Electronic Resource
    Electronic Resource
    Marketing letters 11 (2000), S. 67-79 
    ISSN: 1573-059X
    Keywords: competitive response ; managerial decision making ; new product introductions
    Source: Springer Online Journal Archives 1860-2000
    Topics: Economics
    Notes: Abstract Competitive reactions to new product introductions can be explained by observable characteristics related to the event, and by the interpretations of these factors by the defending competitors. A general model of competitive response is developed to explore the mediating role of interpretation factors between event characteristics and reaction decisions, and to study the contextual factors that moderate the relationship between event characteristics and interpretations. Results clearly demonstrate that if the interpretation factor is not taken into account researchers may overlook the influence of important variables explaining competitive reactions. Also, results indicate heterogeneity among managers regarding their interpretation of observable characteristics. Possible moderating factors are explored. The outcomes of this study are important both for new scientific insights in competitive reaction decision making, and for managers who act in the competitive arena.
    Type of Medium: Electronic Resource
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