The role of brand prices in contributing to product cannibalization is examined. Price elasticities and reference price theory are used to provide a theoretical foundation and empirical test for the impact of a firm's cheap brand on one of its expensive brands. Results are consistent with the...

A necessary precursor to strategic choice is the selection of a strategic choice evaluation method -- metachoice. Unfortunately, managers are unlikely to find much guidance on how to conduct metachoice analysis in the strategy literature. In light of this problem, a template is presented based...

Purpose – This paper seeks to focus more attention on market threat variables, their role in contributing to market risk and how to anticipate them. Design/methodology/approach – Selected marketing and economics variables are considered in the context of their potentially dangerous or...

Buyers have been formally evaluating suppliers for many years. Intends to “turn the tables” and suggests three important reasons why vendors should formally evaluate their customers. A straightforward easily applied mechanism is provided to aid business marketers in carrying out customer...

Addresses the problem of implementing relationship marketing systems. Uses LISREL to analyze how co‐operative, competitive and independent goals affect the ability of a firm′s personnel to work together in serving customers. Results indicate that goal interdependence affects employee...

Purpose The purpose of this paper is to introduce a template to guide practitioners in the creation of multiple marketing plans that are intended to target different groups of stakeholders – some of whom are supportive, others adversarial, namely, the business-to-business (B2B) marketer’s...