An important problem in marketing that has received little attention is the reaction to entry of new brands by incumbent firms. In this thesis, the marketing mix reaction to entry under different managerial objectives is studied though the formulation of a marketing interaction model and the...

Purpose - The paper aims to assess the impact of corporate strategy on shareholder value in decline and turnaround situations. Design/methodology/approach - A sample of 45 turnaround firms was selected and matched against a control sample which did not face continuous decline over the time...