Kalra, Ajay; Rajiv, Surendra; Srinivasan, Kannan - In: Marketing Science 17 (1998) 4, pp. 380-405
Empirical studies examining responses to new product entries come to the puzzling conclusion that, in general, an incumbent reacts to a new entrant after a significant delay. Even easy-to-implement price cuts are observed after significant lag following entry. These findings seem to contradict...