Does competitive entry structurally change key marketing metrics?

Marcel Kornelis, Marnik G. Dekimpe and Peter S.H. Leeflang

International Journal of Research in Marketing, 2008, vol. 25, issue 3, 173-182

Abstract: To what extent does competitive entry create a structural change in key marketing metrics? New players may just be a temporal nuisance to incumbents, but could also fundamentally change the latter's performance evolution, or induce them to permanently alter their spending levels and/or pricing decisions. Similarly, the addition of a new marketing channel could permanently shift shopping preferences, or could just create a short-lived migration from existing channels. The steady-state impact of a given entry or channel addition on various marketing metrics is intrinsically an empirical issue for which we need an appropriate testing procedure.

Keywords: Multiple breaks; Structural-break time-series analysis; Unknown timing; Late-mover entry; Marketing metrics (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:25:y:2008:i:3:p:173-182

DOI: 10.1016/j.ijresmar.2008.01.003

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