The role of market orientation as an antecedent of new product performance has been extensively documented in the literature. What is less clear, however, is how firms should deploy their market orientation under different market conditions. This study addresses this question by investigating...

The problem of optimal joint pricing and advertising decision making for a new product facing potential competitive entry has received inadequate attention. We propose a model that attempts to find the optimal price – advertising frontier in the face of potential competitive entry that...