Now showing items 1-1 of 1

    • How incumbents’ response strategy impacts rivals’ market exit timing? 

      Aghaie, Sina; Javadina, Amir; Mirahmad, Hooman; Janani, Saeed (Elsevier, 2022-04-01)
      Prior research illustrates that incumbent firms commonly react to a rival’s market entry by adjusting their marketing mix elements. Incumbents either adjust only one element – adopting a “focused” strategy – or adjust ...