Defensive Marketing in Globally Competitive Industrial Markets
Columbia Journal of World Business, Vol. 23, No. 3, pp. 3-14, Fall 1988
Posted: 18 Apr 2006
A practical, analytical model of competitive strategy is developed for firms selling industrial products in international markets. Competitive launches, repositionings, and retaliations are modeled using per-dollar maps. The model is applied to three illustrative real cases based on actual industrial marketing situations in global settings.
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