TITLE

MARKETING MIX REACTIONS TO ENTRY

AUTHOR(S)
Robinson, William T.
PUB. DATE
September 1988
SOURCE
Marketing Science;Fall88, Vol. 7 Issue 4, p368
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The main factor limiting empirical contributions on reactions to entry has been a lack of data. With the assistance of the Strategic Planning Institute, SPI, Biggadike developed a questionnaire and gained the cooperation of a cross section of start-up businesses. The PIMS, Profit Impact of Market Strategies data at SPI are well known and have been analyzed by many academic researchers, but SPI's start-up business data have been largely overlooked. The oversight is especially important now because SPI has expanded the sample and it is five times larger than it was in Biggadike's ini- tial study. The relatively large sample is used to describe marketing mix reactions to entry into oligopolistic markets. The reactions cover the first two years of commercialization. Consistent with Biggadike and Yip's results, the typical finding for individual marketing mix elements is no reaction. In a regression analysis, the reactions are found to be influenced by certain aspects of the entrant's strategy, incumbent characteristics, and industry characteristics.
ACCESSION #
4479459

 

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