Product and Marketing Actions in a Competitive Scenario

Marco Giarratana () and Alessandra Perri
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Marco Giarratana: Dept. of Management and Technology, Bocconi University

No 30, Working Papers from Venice School of Management - Department of Management, Università Ca' Foscari Venezia

Abstract: We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firmÕs direct competitors. Our results shed new light on how a firmÕs choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.

Keywords: Product and Marketing Strategic actions; Competitive Interaction; Performance. (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Pages: 34 pages
Date: 2014-12
New Economics Papers: this item is included in nep-com and nep-mkt
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