Fighting Repeat

Tim Calkins
Additional contact information
Tim Calkins: Kellogg School of Management

Chapter Chapter 12 in Defending Your Brand, 2012, pp 205-218 from Palgrave Macmillan

Abstract: Abstract IF YOU MISS THE CHANCE to eliminate a new entrant in the early stages of its launch, you have to focus on preventing a repeat. By this point the new entrant has secured distribution, gained brand awareness, and generated trial. You can’t limit awareness once people are aware; it is just too late. Similarly, you can’t block trial when people have already tried a product or service. All that is left—the only remaining opportunity for an established player—is diminishing the new entrant’s repeat rate. If a new entrant manages to get people to try its product and if customers have a good experience, there is a good chance people will buy it again or repeat. You have to focus on stopping this process.

Date: 2012
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-51186-7_12

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137511867

DOI: 10.1007/978-1-137-51186-7_12

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().