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

Abstract

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.

Suggested Citation

Calantone, Roger and Di Benedetto, Anthony, Defensive Marketing in Globally Competitive Industrial Markets. Columbia Journal of World Business, Vol. 23, No. 3, pp. 3-14, Fall 1988. Available at SSRN: https://ssrn.com/abstract=896143

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
593
PlumX Metrics