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Market-driving strategies : toward a new concept of competitive advantage

Carpenter, Gregory S.; Glazer, Rashi; Nakamoto, Kent - In: Kellogg on marketing, (pp. 103-129). 2001

Persistent link: https://www.econbiz.de/10001612977

Interpretive constraint in qualitative and quantitative research: false dichotomies?

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Competitive strategies for late entry into a market with a dominant brand

Carpenter, Gregory S. - In: Management science : journal of the Institute for … 36 (1990) 10, pp. 1268-1278

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Factors that influence consumers' evaluations of brand extensions

MacInnis, Deborah J.; Nakamoto, Kent - 1991

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Readings on market driving strategies : towards a new theory of competitive advantage

Carpenter, Gregory S. (contributor); … - 1997

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Competitive Strategies for Late Entry into a Market with a Dominant Brand

Carpenter, Gregory S.; Nakamoto, Kent - In: Management Science 36 (1990) 10, pp. 1268-1278

This paper considers optimal positioning, advertising, and pricing strategies for a firm contemplating entry in a market dominated by an entrenched competitor. Drawing on behavioral research on consumer preference formation, we develop an individual-level model that reflects differing consumer...

Persistent link: https://www.econbiz.de/10009209177