Incumbent defense strategies against new product entry

Article Abstract:

A study of defensive strategies against new market entrants reveals that a quicker reaction time on the part of the incumbent market leader is rewarded with a better chance of success. The more complex the reaction against the new product's entry results in a less successful overall strategy on the side of the incumbent. The study also indicates the strong influence of the type of industry and the nature of the threat to the ability of the market leaders to defend their positions.

Marketing Management, Methods, Analysis, Competition (Economics), Product management

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Commentary on Peter Leeflang and Dick Wittink's "Building models for marketing decisions: past, present and future"

Article Abstract:

It is suggested that international marketing models and strategic marketing models could benefit from future models of marketing.

Models, Marketing, Marketing models

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Comment on Leeflang and Wittink

Article Abstract:

A comment on the article by Leeflang and Wittink in the International Journal of Research in Marketing 17 (2000) is presented.

Criticism and interpretation, Marketing research

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