Purpose – The purpose of this paper is to illustrate the use of a multi‐factor competitive real option model. Design/methodology/approach – The model is described, context of Google‐Yahoo! is developed, market share and other parameter values are estimated, sensitivities and alternative...

Purpose – Although several types of innovation are identified in the extant literature, researchers have not resolved conflicting theoretical predictions about the implication of adopting innovation types. Following the conceptualization of Damanpour et al. , this paper aims to distinguish...

Purpose – The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory. Design/methodology/approach – The paper proposes four possible alternative...

Winning market share in a major market from a deeply‐entrenched dominant competitor is a tough challenge. Uses Nielsen data on channel‐specific market shares for Brand A and its leading competitor in a major US market to suggest one strategy a marketing manager might use to accomplish that...

Provides a new way to look at competitive brand strategy through analysis of switching, where the only data required are market‐level brand‐switching matrices. The parameters indicate, for each brand, the degree to which it insulates itself from competition. Shows empirically that this...

Rebuts the “mythology” that enduring market leaders tend to have been early entrants into their market categories. Demonstrates that, on the one hand, pioneer advantage is realized only if the pioneer succeeds in framing consumer preferences by continually improving the product and...

Purpose – Faced with the aggressive and invasive behavior of a competitor, it is necessary for a firm to adopt strategies to protect its market share. This study aims to examine brand counter‐extension strategy as a means of fighting back against strong competitors....

Purpose – The purpose of this paper is to analyse the competitiveness of the European Union Member States of Southern Europe (France, Greece, Italy, Portugal and Spain) as tourist destinations for European Union Member States of Central and Northern Europe (Austria, Belgium, Denmark, Finland,...

The specific domain of market orientation has been the subject of much scrutiny this decade. Both conceptual and empirical advances have been made to establish the marketing orientation construct as central to marketing decisions, business activities and organizational culture. However, a lacuna...