Managerial identification of competitors: Representations, criteria and differences among managers

Sophie Changeur () and Fons Cendrine ()
Additional contact information
Fons Cendrine: Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

Post-Print from HAL

Abstract: Although there is a lot of research on competitive analysis based on consumer data, little is known about how managers identify a product/brand as a competitor and on the criteria they use. Moreover, several questions can be asked as to the fact that different managers placed in similar market situations will or not define competition in the same way and on the basis of similar criteria. Our qualitative study shows that managers identify few competitors, mostly direct, and use especially product descriptors and impact descriptors rather than customer descriptors. Furthermore, managers tend to use few but very different criteria with the greatest differences observed between sales and marketing managers.

Keywords: manager; competitor; identification; product-level; criteria (search for similar items in EconPapers)
Date: 2007-05-22
References: Add references at CitEc
Citations:

Published in Proceedings of the 36th EMAC Conference, May 2007, Reykjavik Iceland

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:hal:journl:hal-01477911

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().