Steenkamp, Jan-Benedict E. M.; Nijs, Vincent R.; … - In: Marketing Science 24 (2005) 1, pp. 35-54
How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and advertising shocks in over 400...