Marketing Mix Reactions to Entry

William T. Robinson
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William T. Robinson: University of Rochester

Marketing Science, 1988, vol. 7, issue 4, 368-385

Abstract: Initial product, distribution, marketing expenditure, and price reactions by incumbents are examined for 115 entrants into oligopolistic markets. The most common reaction pattern is either no reaction or only a single reaction. It is very unusual for entrants to face reactions across the entire marketing mix. Reactions in the first two years after entry are explained as a function of the entrant's strategy, incumbent characteristics, and industry characteristics. The explanation provides insights into why marketing mix reactions to entry are often limited.

Keywords: market entry; competition; marketing mix reactions (search for similar items in EconPapers)
Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:7:y:1988:i:4:p:368-385

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