Ciência-IUL
Publicações
Descrição Detalhada da Publicação
The Effects of Consumer Response on Inter-Firm Competitive Dynamics
Título Livro
Academy of Management Proceedings
Ano (publicação definitiva)
2018
Língua
Inglês
País
Estados Unidos da América
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Abstract/Resumo
We explore whether manufacturers of fast-moving consumer goods react to their rivals’ strategic competitive attacks–namely, new brand introductions–on a routine imitation basis, proportionally based on consumer demand the attack generates, or only when a “demand shock” of sufficient size draws the competitors’ attention. We study this phenomenon by examining the total number of competitors’ new brand responses to others’ new brand introductions, and the average speed of those responses, using two years of consumer purchase scanner data for over 10,000 Italian households in three important grocery categories–yogurt, milk, and juice beverages. We identify 161 observations of competitive attacks via new brand introduction, the consumer demand each introduction generates, and competitors’ subsequent new brand counter-actions. Our study aims to contribute: to the competitive dynamics literature, which postulates that competitive activity is driven by product-market commonalities, but surprisingly has not yet examined the role of consumers’ demand responses in driving competitors’ counter-actions; to the nascent literature on competitive intelligence; and to the growing demand-side literature in strategic management.
Agradecimentos/Acknowledgements
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Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais