We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firm’s direct competitors. Our results shed new light on how a firm’s choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.
Product and marketing actions in a competitive scenario
PERRI, Alessandra
2014-01-01
Abstract
We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firm’s direct competitors. Our results shed new light on how a firm’s choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.
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