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Managerial Perception of Competition: Evidence from PolandMagdalena KrzyżanowskaKozminski University Marian MoszoroIESE Business School; University of Navarra - Public-Private Sector Research Center 2012 International Journal of Management Cases, Vol. 14, No. 2, 2012 Abstract: Understanding competitors’ decisions is essential for businesses in competitive markets. However, managerial perception of competition has been largely neglected in the management literature and totally ignored as it relates to transition economies. Based on qualitative data from in-depth interviews, we explore how senior-level marketing managers in Poland perceive and respond to competition. We find that decision makers accurately identify competitors but give little attention to competitors’ activities that may affect their own performance. Results suggest that there are areas in which companies can undertake marketing initiatives without risking competitors’ immediate market reaction.
Number of Pages in PDF File: 14 Keywords: Competitive Analysis, Managerial Perception, Cognitive Biases, Strategic Management, Marketing JEL Classification: D81, D83, D84, M21, M31 Accepted Paper SeriesDate posted: February 8, 2011 ; Last revised: July 12, 2012Suggested CitationContact Information
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