Incumbent Defense Strategies Against New Product Entry

The objective of this study is to estimate the effectiveness of different defense strategies when faced with a new product introduction by a competitor. Using a sample of in cumbentsacross a wide range of industries, we find that faster reactions to the new entrant have a positive impact on the perceived success of the defense strategy. However, the greater the breadth of reaction (number of marketing mix instruments used), the less successful is the defense. The ability of an incumbent to maintain its market position is also significantly affected by industry characteristics and the degree of competitive threat posed by the new product entry

Statistical analysis of management data

This book offers a comprehensive approach to multivariate statistical analyses. It provides theoretical knowledge of the concepts underlying the most important multivariate techniques and an overview of actual applications

Zakat, & pajak

Zakat maupun pajak bagi umat Islam di Indonesi hukumnya sama-sama wajib. Zakat adalah kewajiban yang harus ditunaikan atas dasar Al-Qur’an dan sunnah. Sedangkan pajak adalah kewajiban atas dasar ketetapan ulil amri-penguasa atau pemerintah, yang dibenarkan oleh ajaran Islam berdasrkan prinsip untuk kepentingan umum. Brbicara soal zakat dan pajak dalam suatu rangkaian kajian, sungguh jarang dilakuakn banyak orang. Biasanya para ulama lebih asyik membahas zakat semata dengan mengabaikan soal pajak. Jika masalah pajak disinggung maka para ulama, mubaligh atau ustadz tidak mau repot membincangkannya karena dianggap pajak adalah urusan pemungut dan para wajib pajak. Sebaliknya, jika orang berbicara masalah pajak maka soal zakat itu tidak mau disinggung-singgung karena menilai itu tidak berkaitan langsung dengan pajak. Semoga buku ini dapat dinikmati semua pihak sehingga dapat memberikan arti bagi kita semua dalam menggerakkan tekad dan langkah untuk menuju kesejahteraan bersama, kesejahteraan semua umat, nusa dan bangsa

Toward a Methodology for Measuring Advertising Copy Effects

A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing methods on several aspects, the most important of which are that various constructs known to be important are integrated, and the model offers diagnostic information as to areas where the copy can be improved.advertising, copy testing, Bayesian models, information integration

Research Issues at the Boundary of Competitive Dynamics and Market Evolution

Building on the observation that competitive dynamics and market evolution are inextricably linked and underresearched, we propose a road map to guide and stimulate future research in the area. A number of rationales have been proposed to explain why there is relatively little research directed toward understanding the links between competitive dynamics and market evolution; these include the predominance of different research paradigms in each area, a lack of data appropriate for analyzing the two areas together, and the difficulty of obtaining robust and significant results with analysis that is by definition complex (it must consider factors and outcomes both across firms and over time). Using this last rationale as a starting point, we develop a series of research propositions related to key relationships where (a) insignificant or contradictory results have been obtained (in extant research) or (b) researchers have yet to delve. The propositions are designed to deepen our understanding of the relationship between the areas. Throughout the analysis, the key to developing the propositions is to recognize the importance of moderating factors, mediating factors, and covariates. In addition, where the approach to empirically test a proposition is new, we propose categories, measures, and comparisons that can be used.competition, market growth, market potential, competitive response, market structure

Order of Entry as a Moderator of the Effect of the Marketing Mix on Market Share

Order of entry has been demonstrated to have a significant effect on market share. A number of explanations for this effect have been suggested in the marketing and strategy literatures. To date, the market share advantage gained by pioneers has typically been treated as a main effect—an automatic regularity. Treating order-of-entry as a main effect implies that there is no penalty on the effectiveness of a brand's marketing instruments for late entry and that a late entrant can compensate for being late by dedicating sufficient marketing resources to their product. In this study, we investigate the influence of order-of-entry into a market on the effectiveness of a firm's marketing mix decisions by asking the question, “Can followers compensate for not being first by their marketing mix decisions?” Also, even if they can compensate for being late, does this effort become increasingly more difficult with later entry? That is, are there asymmetries in the effectiveness of a brand's marketing mix variables that relate to its order of entry into the market, or as has been typically assumed to date, is order of entry strictly a main effect? An asymmetry exists, for example, if the market response to advertising is different for the first entrant versus the second or third entrant. An asymmetry also exists if the effects of, say, a price change by the first entrant on the second entrant are different than the effects on the third entrant. We develop a market share attraction model where the parameters vary as a function of order-of-entry. Our main contribution is in modeling the sources of order-of-entry advantage as asymmetries in the effectiveness of a brand's marketing instruments. Hence, distinct from previous research we explain why there are inherent order-of-entry effects. This paper is potentially of interest to researchers developing market share models and studying the effectiveness of marketing-mix variables. The substantive implication of our results concern directly academics interested in marketing strategy as well as the practicing marketing strategists. We model asymmetries in the market response of early entrants versus late entrants using data from two durables and three nondurables categories. With one exception, all data sets are established from the inception of the category and hence do not suffer from the possible bias of excluding pioneers who have failed. Results show that asymmetries in the effectiveness of a brand's marketing mix variables are an essential source of order-of-entry effects; we find that the main effects of order of entry are minimal. Order-of-entry effects do not necessarily lead to lower shares, but overcoming these effects is not without substantial cost to the late entrant. Our results support previous research that has demonstrated advantages to early entry. In addition, we provide guidelines for how late entrants should compete. Later entry tends to reduce a competitor's price sensitivity, suggesting that they not instigate in a price war with earlier entrants in order to gain share. Order-of-entry tends to decrease response to quality and to promotion. To achieve the same impact on market share, later entrants need a bigger change in quality and need to spend more on promotion. Our data did not support an asymmetric effect on advertising.marketing mix, competitive strategy

Markstrat 3 Strategic Marketing Simulation

208 hal.; 28 c

Modes of Foreign Entry: A Transaction Cost Analysis and Propositions

A “frontier issue” in international marketing is the appropriate choice of entry mode in foreign markets. The objective of this paper is to offer a transaction cost framework for investigating the entry mode decision. This framework provides 1) a theoretical basis for systematically interrelating the literature into propositions, 2) propositions about interactions which resolve the apparently contradictory arguments advanced to date. Specifically, the paper:Illustrates the feasibility of clustering 17 entry modes into the degree of control the mode provides the entrant;Proposes that the most appropriate (i.e., most efficient) entry mode is a function of the tradeoff between control and the cost of resource commitmentadvances testable propositions delimiting the circumstances under which each mode maximizes long-term efficiency.The entry mode literature is reviewed in the context of these propositions, and guidelines are derived for choosing the appropriate mode of entry, given certain characteristics of the firm, the product, and the environment.© 1986 JIBS. Journal of International Business Studies (1986) 17, 1–26