Managerial Perception of Competition: Evidence from Poland
International Journal of Management Cases, Vol. 14, No. 2, 2012
14 Pages Posted: 8 Feb 2011 Last revised: 12 Jul 2012
Date Written: 2012
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.
Keywords: Competitive Analysis, Managerial Perception, Cognitive Biases, Strategic Management, Marketing
JEL Classification: D81, D83, D84, M21, M31
Suggested Citation: Suggested Citation