Regardless of whether a product or a service is offered, or whether the customer is an organization or a final consumer, the company that adopts a market orientation has the greatest potential for success in the marketplace. This study examines whether the adoption of business-to-business...

This study provides a framework for industrial product managers to select defensive marketing strategies for products facing competitive attack. The proposed model is based on Hauser and Shugan's Defender model. It can be used by marketing decision makers to assess the impact of competitive...