Assessing potential threats to incumbent brands: New product positioning under price competition in a multisegmented market

International Journal of Research in Marketing

Volumn 22, Issue 2, 2005, Pages 159-182

  Rhim, Hosun ^a   Cooper, Lee G ^b  

^a Korea University   (South Korea)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Defensive marketing strategy; Nash equilibrium; New product research; Price competition; Product positioning

Indexed keywords

EID: 20344374702     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2004.06.005     Document Type: Article

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