Commentary—Defensive Marketing Strategies
Published Online:1 Jan 2008https://doi.org/10.1287/mksc.1070.0341
References
- Competitive entry and pricing responses to product innovation. Rev. Marketing Sci. (2003) 1(3):1–24Google Scholar
- Determining the appropriate depth and breadth of a firm's product portfolio. J. Marketing Res. (2003) 40(4):39–53Crossref, Google Scholar
- Determinants of competitor response time to a new product introduction. J. Marketing Res. (1995) 32(1):42–53Crossref, Google Scholar
- Competitive strategies for late entry into a market with a dominant brand. Management Sci. (1990) 36(10):1268–1278Link, Google Scholar
- Jack of all trades or master of one? Product differentiation and compensatory reasoning in consumer choice. J. Consumer Res. (2007) 34(4):430–444Crossref, Google Scholar
- Offensive and defensive marketing: Closed-loop duopoly strategies. Perspectives on multiple category choice. Marketing Lett. (1993) 4(4):285–295Crossref, Google Scholar
- The effect of framing on willingness to buy private brands. J. Consumer Marketing (2007) 24(6):334–339Crossref, Google Scholar
- Sibling brands, multiple objectives, and response to entry: The case of the marion retail coffee market. J. Acad. Marketing Sci. (2002) 30(1):59–69Crossref, Google Scholar
- An equilibrium analysis of defensive response to entry using a coupled response function model. Marketing Sci. (1992) 11(4):348–358Link, Google Scholar
- Application of the “Defender” consumer model. Marketing Sci. (1984) 3(4):327–351Link, Google Scholar
- Defensive marketing strategies. Marketing Sci. (1983) 2(4):319–360Link, Google Scholar
- Response to competitive entry: A rationale for delayed defensive reaction. Marketing Sci. (1998) 17(4):380–405Link, Google Scholar
- Dueling or the battle royale? The impact of task complexity on the evaluation of entry threat. Psych. Marketing (2003) 20(11):999–1016Crossref, Google Scholar
- Defensive marketing strategies: An equilibrium analysis based on decoupled response function models. Management Sci. (1988) 34(7):805–815Link, Google Scholar
- A new approach to consumer theory. J. Political Econom. (1966) 74(2):132–157Crossref, Google Scholar
- Competition and product variety. J. Business (1980) 53(3):S79–S103Crossref, Google Scholar
- Product differentiation in a market with endogenous sequential entry. Bell J. Econom. (1980) 11(1):237–259Crossref, Google Scholar
- Assessing potential threats to incumbent brands: New product positioning under price competition in a multisegmented market. Internat. J. Res. Marketing (2005) 22(2):159–182Crossref, Google Scholar
- A pre-launch diffusion model for evaluation of market defense strategies. Marketing Sci. (2005) 24(1):150–164Link, Google Scholar
- Marketing mix reactions to entry. Marketing Sci. (1988) 7(4):368–385Link, Google Scholar
- Estimating brand positioning maps using supermarket scanning data. J. Marketing Res. (1987) 24(1):1–18Crossref, Google Scholar
- Consulting, research, and consulting research. Marketing Sci. (2004) 23(2):173–179Link, Google Scholar
- Comments on competitive responsiveness. Marketing Sci. (2005) 24(1):3–7Link, Google Scholar
- Pre-test-market evaluation of new packaged goods: A model and measurement methodology. J. Marketing Res. (1978) 15(2):171–191Crossref, Google Scholar
- Market entry and consumer behavior: An investigation of a Wal-Mart supercenter. Marketing Sci. (2006) 25(5):457–476Link, Google Scholar
- Competitive reactions to advertising and promotion attacks. Marketing Sci. (2005) 24(1):35–54Link, Google Scholar
- Customized products: A competitive analysis. Marketing Sci. (2005) 24(4):569–584Link, Google Scholar
- Prescribing product upgrades, prices and production levels over time in a stochastic environment. European J. Operational Res. (2002) 138(3):601–621Crossref, Google Scholar

